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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