Drivers of ad spend trends among global marketers

This research study attempts to examine whether there is consistency in the advertising-to-sales ratio (%) pattern for global marketers in their home region and at a worldwide level, through a systematic sequence of analyses.

Drivers of ad spend trends among global marketers

Somnath ChakrabartiInstitute of Management Technology (IMT), Ghaziabad, India

Ashok Pratap AroraManagement Development Institute (MDI), India

ADVERTISING BUDGET SETTING METHODS

Empirical literature suggests that advertisers are using diverse and multiple approaches to aid decisions on advertising budget setting. Most studies of advertising budgeting since Borden's (1942) pioneering work have analysed Western markets, and the US and UK markets in particular. These studies have examined primarily the descriptive issues of the process of setting the budget and the methods used in the process (e.g. San Augustine & Foley 1975; Gilligan 1976; Permut...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands