Setting Advertising Budgets

Abstract

The manager responsible for making advertising budget decisions is assailed with a plethora of advice and aids from specialists. Of necessity, many of the methods advocated by such specialists are not universally applicable, so their use is qualified. Many actual circumstances a manager is faced with do not conform to textbook circumstances, and the skill required is that of appreciating significant differences, and modifying the “best course of action answer” accordingly. There are often several crucial imponderables associated with making an optimum or even appropriate advertising appropriation decision and, faced with this situation, the manager must be pragmatic.

Citation

Corkindale, D. and Wills, G. (1975), "Setting Advertising Budgets", Management Decision, Vol. 13 No. 3, pp. 124-141. https://doi.org/10.1108/eb001069