The setting of advertising budgets
Files
Date
1974
Authors
Supervisor/s
Journal Title
Journal ISSN
Volume Title
Publisher
Cranfield School of Management
Department
Type
Working Paper
ISSN
Format
Free to read from
Citation
Abstract
This report summaries the contributions made by economists, management scientists and practitioners to the understanding of how advertising budgets should be set. Each approach offers insights and guidance for certain circumstances and these are brought out in the report.