An Optimum Geographical Distribution of Publicity Expenditure in a Private Organisation

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.