Excerpt from Advertising Decisions Advertising and promotional expenditures have become significant in the marketing of many products. In 1966 about 16 billion dollars was spend on advertising alone. This expenditure is made because advertising has a vital communication function to play in marketing as part of the overall communication mix the firm utilizes to inform and convince customers of the desirability of its products. The discussion in this chapter will be largely restricted to advertising decisions, but the management science techniques discussed are also relevant to other promotion and communication decisions. The marketing manager faces many decisions in advertising. Some of these decisions are shared with his advertising agency, but he and his technical advisors should have an understanding of each decision area in order to insure the quality of the decisions. In advertising, decisions must be made regarding the goals of the advertising expenditure, the appeals to be used, the size of the overall budget, the media to be used, and the copy to be employed. These decisions are interrelated. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.