This article discusses how parameters of a cooperative advertising arrangement are currently decided upon and presents decision models which demonstrate that quantitative analysis can lead to a better decision when profits are to be maximized. A real-world application of the methodology is presented.
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References
1.
BergerPaul D. “A Decision Theoretic Approach to Cooperative Advertising,” unpublished doctoral dissertation, Massachusetts Institute of Technology, 1969.
2.
BurtonPhilip Ward. Retail Advertising for the Small Store.Englewood Cliffs, N.J.: Prentice-Hall, 1951.
3.
HutchinsMosher. Cooperative Advertising—The Way to Make it Pay.New York: Ronald Press, 1953.
