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dc.contributor.authorCherian, Jacob
dc.descriptionCherian, J. P. (2006). Methods of determining publishers’ advertising appropriation. MEPA 3(3), pp 5-6,en_US
dc.description.abstractSome experts recommend the consideration of promotional expenditure as another capital investment and not merely a current expenditure. This could materially alter the entire approach in setting appropriation level. A publisher may augment its sales by slashing d0i.N.n prices, spending more on promotion or by improving the publication itself. Each of these efforts can have delayed triggering off effects, and thus, like any other investment, these investments may also yield benefits in the future. An effective advertising campaign may help in achieving sales in the same manner as an investment made in capital assets, which can be instrumental in more publications being produced and sold.en_US
dc.subjectUnited Arab Emiratesen_US
dc.subjectAdvertising Investmenten_US
dc.titleMethods of determining publishers’ advertising appropriationen_US

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