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rm might prefer to relay indirect information to consumers through its price choice rather than its advertising outlay.
With these data, he can consider how changes in the advertising outlay for one brand may a?
ects and the rival-brand response that an advertising outlay may induce.
t di- vided by net worth (assets or equity), where both the numerator and denominator are measured according to accounting procedures under which advertising outlays are treated as current expenses.
rm's advertising outlay may exceed the true current depreciation in its advertising capital) and the denominator (the ??
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