Trade-off between two advertising strategies: coverage or penetration

نویسندگان

چکیده

There are two different basic advertising strategies, namely, enlarging the market coverage and improving penetration. Efforts in first (coverage) strategy can be seen as handing out leaflets, board huge-crowd acquisition. second (penetration) product quality, service environment positive word-of-mouth. Which one is more efficient, or penetration? How do firm trade-off between strategies? By establishing two-stage models, this paper explores optimal levels for respectively. After that, compares profits under strategies various settings finds efficient strategy. Management insights generated decision-makings of managers.

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ژورنال

عنوان ژورنال: International Journal of Networking and Virtual Organisations

سال: 2022

ISSN: ['1741-5225', '1470-9503']

DOI: https://doi.org/10.1504/ijnvo.2022.10047325