Managing advertising as an investment

Andy Farr

Andy Farr, Millward Brown, suggests an alternative to econometrics in determining and justifying the advertising budget.

Econometric modelling
Marketing budgets
Media & communications budgets

Managing Advertising As An Investment

Andy Farr Millward Brown

Adopting the mindset and tools of the financial investor provides an exciting new way of approaching the difficult question of how to determine the overall size of the communications...

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