An Optimum Geographical Distribution of Publicity Expenditure in a Private Organisation

Abstract

This paper attempts the solution of a practical problem. Given an international organisation with branches in n different countries and concerned with publicity for a commodity X--in competition with a substitute X' --how should such an organisation allocate its expenditure among them so as to get the maximum overall return. Though our model is necessarily based to some extent on intelligent guess-work, it has the merit of providing at least a logically consistent solution of the problem.