Communications planning: Budgets and budgeting

 

The author raises the question why the way managers in practice set advertising and marketing budgets appears to be usually very different to the rational ways they are supposed to do it according to ...

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, especi ...

Argues that advertising has no right of existence, but has to be justified as an element in the wider business decision mix. No particular medium can claim am automatic share of expenditure; more broa ...

In this paper, the author builds a step-by-step approach to the problem of investing the 'right level' of funds in advertising. In particular, he deals with two well-recognised problems: cases where t ...

Review of the fourth edition of 'Spending Advertising Money' by Simon Broadbent and Brian Jacobs.

A review of papers given at a seminar on the theme of 'Cut the advertising budget - or spend more?', Macfarlane Conferences, May 1984.

A study of a selection of major US corporations was undertaken to determine how advertising budgets are appropriated. The relationship between profit and sales and the size of the advertising budget w ...

For more than 30 years The Advertising Association has produced statistics of advertising expenditure for the United Kingdom. The figures are produced by means of an annual survey in which data are co ...

Describes the Leo Burnett approach to the problem of allocating advertising budgets over time: BAT (Budget Allocation over Time). First, the article outlines the eight key factors which must determine ...