ADMOD: An Advertising Decision Model
Journal of Marketing ResearchPublished 1 February 1975
David A. Aaker
Citations29
SJR quartileQ1
SJR score6.96
SNIP2.42
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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
Business, Management and Accounting
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