Advertising budgeting methods in Canada, the UK and the USA

Prof C L Hung and Prof Douglas West

This article reviews the extent to which advertising budgeting methods can be related to company size, company performance and nationality.

Advertising budgeting methods in Canada, the UK and the USA

C.L. Hung and Douglas C. West

This article reviews the extent to which advertising budgeting methods can be related to company size, company performance and nationality. New findings are presented from a survey of the top 100 advertisers in Canada, the UK and the US. The conclusion is that being large has a greater impact on budgeting sophistication than performance. Furthermore, there is significant harmonization of budgeting practice among top advertisers operating within these similar socio-economic and political systems.

Advertisers' budgeting strategies have received substantial academic and practitioner...

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