How should advertisers budget? First steps on the MAX journey
Paul Root and Michael Naples outline the lessons of the MAX (Managing Advertising Expenditures for financial performance) programme
Michael Naples and Paul Root
The MAX (Managing Advertising Expenditure) project was initiated to explore how research could be developed to improve the practices and processes of advertising budgeting. It began in December 1996 when a group of advertising/marketing executives and researchers met in Cambridge, Massachusetts under the aegis of the Marketing Science Institute (MSI) and the American Association of Advertising Agencies (AAAA). The issue was not new. However, the...