2 Richard Gibson, "Marketers' Mantra: Reap More with Less,"

3 "USIC Chem. Ads Start to Support Effort to Double Sales in 5 Years," Industrial

Marketing (June 1986): 1-4.

4 Michael E. Porter, "Interbrand Choice: Media Mix and Market Performance," American

Economic Review (6 May 1976): 190-203.

5 "Market Makers," The Economist (14 March 1998): 67.

6 See Workbook for Estimating Your Advertising Budget (Boston: Cahners Publishing Co.,

7 Naras V. Eechambadi, "Does Advertising Work?" The McKinsey Quarterly 3 (1994):

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