the contribution of direct mail advertising to average weekly unit sales
Marla Royne StaffordUniversity of MemphisEric M. Lippold Department of the Interior andC. Todd Sherron info2knowledge,IIc
Both academics and practitioners generally concur that advertising is linked strongly to sales and, ultimately, profits. Previous advertising research suggests that companies that invest heavily in advertising relative to sales will not experience low profits; at the same time, companies making a minimal investment in advertising should not expect high profits (Callahan, 1982). Other research, however, suggests that companies should experiment with reducing advertising expenditures (Aaker and Carman,...