ADMOD: An Advertising Decision Model
Open Access
- 1 February 1975
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 12 (1) , 37-45
- https://doi.org/10.1177/002224377501200106
Abstract
ADMOD is an advertising decision model which is designed to address simultaneously the budget decision, the copy decision, and the media-allocation decision. The model, which focuses upon specific consumer decisions that advertising is attempting to precipitate, is illustrated with an example.Keywords
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