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...