Aufsatz(elektronisch)#1März 1987
Simple and Complex Rules for Allocating Advertising Budget
In: Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, Band 4, Heft 1, S. 97-111
ISSN: 1936-4490
Different media allocation rules of varying complexity and data needs were developed from the same profit maximization principle. The benefits of using a complex allocation rule could then be critically examined. The analysis indicates that the benefits of complexity could be over‐estimated; the conditions under which some simple rules are expected to perform well are suggested.Résumé