How UK Advertisers Set Budgets

Graham John Hooley · Joanne Lynch

26 citations0/0 files storedInternational Journal of Advertising

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

Abstract

Evidence is put forward that, like their US counterparts, UK firms are using more sophisticated techniques for setting their advertising budgets. The gap between theory and practice is closing, especially amongst the better-performing firms.

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1979Feature Article—Aggregate Advertising Models: The State of the Art 1984Marketing in the UK : a survey of current practice and performance

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1991Advertising Budgeting Methods in Canada, the UK and the USA 2014How Corporate Cultures Drive Advertising and Promotion Budgets 1996Advertising adoption in a developing market economy: the case of Poland 1986The Politics of Setting an Advertising Budget 2013Advertising and promotion budgeting during volatile economic conditions

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