Advertising Budgeting: Process and Structure as Explanatory Variables

Nigel F. Piercy

31 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Accounting and Organizational Management Management and Organizational Studies

Abstract

This paper argues that much of the effort devoted to the study of advertising budgeting has been tangential to the central issue of what determines the size of budget allocations. The thesis here is that budgets are outcomes of political processes in organizations and that this can be demonstrated empirically. The implications of this model of advertising budgeting are substantial for both management practitioners and marketing and advertising researchers.

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References

1982Marketing, Strategic Planning and the Theory of the Firm 1979Why Advertising and Promotional Costs Vary: Some Cross-Sectional Analyses 1984The Advertising Budgeting Practices of Industrial Marketers 1976ADVISOR PROJECT: A STUDY OF INDUSTRIAL MARKETING BUDGETS.1979The Advisor Project: A Study of Industrial Marketing Budgets 1983Computer-Based Advertising Budgeting Practices of Leading U.S. Consumer Advertisers

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2010Internal marketing as a change management tool: A case study in re-branding 1988The Status Quo of the Marketing Organisation in UK Retailing: A Neglected Phenomenon 2006Advertising Budgeting Methods and Processes in China 1989The Power and Politics of Sales Forecasting: Uncertainty Absorption and the Power of the Marketing Department 2004Managing a firm's behavior through market orientation development: some empirical findings 2015Advertising Budgeting: A Reinvestigation of the Evidence on Brand Size and Spend 1991Advertising Budgeting Methods in Canada, the UK and the USA

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