An Experimental Analysis of Advertising Strategies and Advertising Functions


  • Kenneth R. Goosen


This paper explores the relationship of different kinds of advertising functions and different advertising strategies. Do certain advertising strategies work better than other strategies? Also, what effect does a given type of advertising function have on a particular advertising strategy? Nine theoretical experiments were conducted with four different types of strategies. Each experiment involved a different type of advertising function while in each experiment the same advertising strategies were employed. Surprisingly, the strategy that in six cases out of nine proved to be the most effective was the Follow the Leader strategy.