The Impact of Scale and Media Mix on Advertising Agency Costs

• 1 January 1983
• journal article
• Published by University of Chicago Press in The Journal of Business
• Vol. 56  (4) , 453
• https://doi.org/10.1086/296212

Abstract

Keywords

• MEDIA MIX
• IMPACT OF SCALE
• SCALE AND MEDIA
• ADVERTISING AGENCY COSTS
• MIX ON ADVERTISING

All Related Versions

• Version 1, RePEc (Unconfirmed version)