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Methods of determining publishers’ advertising appropriation
Some experts recommend the consideration of promotional expenditure as another capital investment and not merely a current expenditure. This could materially alter the entire approach in setting appropriation level. A ...
Perceptual Mapping of Selected Magazines with Multidimensional Scaling (MDS)
The first task of the brand manager when he considers his positioning strategy is to form a reasonably good idea of the market structure in which his brand will be a player. If he is planning to launch a magazine he will ...