Advertising Budget Practices: A Review

José Enrique Bigné Alcañiz

31 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Marketing and Advertising Strategies Accounting and Organizational Management Consumer Market Behavior and Pricing

Abstract

The determination of the advertising budget has been studied by academics from several perspectives. One of these is to examine how this decision is made from a practical point of view. This paper reviews the nearly thirty studies published on this subject and highlights trends and differences over time which might allow us to reach conclusions, by size of firm, sector and geographical location. This descriptive approach to techniques for determining advertising budgets will allow us to draw some normative conclusions.

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1984Environmental Management: Revising the Marketing Perspective 1942The Economic Effects of Advertising.1970Advertising: Its Role in Modern Marketing 1973Does Advertising Lower Consumer Prices?1987The Marketing Budgeting Process: Marketing Management Implications 1981The Advertising Controversy: Evidence on the Economic Effects of Advertising 1984The Advertising Budgeting Practices of Industrial Marketers 1984An International Comparison of the Determinants of Industrial Marketing Expenditures

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