Advertising intensity and media selection |
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| Authors: | W. Duncan Reekie |
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| Affiliation: | Department of Business Economics , University of the Witwatersrand , Johannesburg, 1 Jan Smuts Avenue, Johannesburg , 2001 , South Africa |
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| Abstract: | Using South African data, and developing a classification of goods on ‘search’ and ‘experience’ lines it was found that interindustry advertising intensity varies with the media mix used in any given industry. This in turn depends on the cost‐effectiveness to the consumer of a given medium's message characteristics. |
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