The impossible dream versus "bounded rationality".

• Autores: Gale Metzger
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 3, 2013, págs. 251-253
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The author offers opinions on advertising. The research and theories on advertising of the late advertising executive Paul Gerhold are cited by the author in support of the contention that there can never be one single effective means of measuring advertising rate of return in advertising and marketing research because of the inherent complexities of the sales process, consumer behavior and marketing itself. It is stated that management by objective specific to a company's particular situation is the only means to measure advertising rate of return.