ABSTRACT
Advertising expenditures for individual firms, particularly consumer goods firms, continue to increase, representing a significant portion of revenues. For example, in 1988 Philip Morris became the first single company to crack the 2 billion dollar mark for annual advertising expenditures (Endicott, 1989). The immensity of these annual commitments to advertising expenditures reflect the importance that industry places on the role of advertising in the marketing process. The management of this critical marketing function demands that the maximal efficiency, or strategic quality, be sought.
