Low, George S.; Mohr, Jakki J. - In: Journal of Product & Brand Management 9 (2000) 6, pp. 389-414
expense of media advertising. This study investigates the antecedents and outcomes of brand managers’ advertising and sales … managers in the USA, higher advertising (vs sales promotion) allocations are associated with: single, relatively high priced … influence. Also, brands with higher budget allocations to advertising, relative to sales promotion, tend to have more favorable …