search query: @indexterm Advertising expenditure / total: 112
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| Author: | Lynch, J. Hooley, G. |
| Title: | Increasing Sophistication in Advertising Budget Setting |
| Journal: | Journal of Advertising Research
1990 : FEB/MAR, VOL. 30, p.67-75 |
| Index terms: | BUDGETING MARKETING COSTS ADVERTISING EXPENDITURE |
| Language: | eng |
| Abstract: | The changing trends in the advertising budgeting technique are explored. Attention has been drawn to the widespread rise in the level of funds allocated to media advertising and the concurrent inflationary cost pressures on communications productivity. Evidence from a large-scale U.K. empirical survey has been used to suggest a trend toward the increasing regular usage of more sophisticated, data-based budgeting techniques at the expense of the more traditional, judgemental approaches. |
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