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| Author: | Donahue, M. |
| Title: | A report on the MAX project |
| Journal: | International Journal of Advertising
1998 : VOL. 17:4, p. 511-514 |
| Index terms: | ADVERTISING USA BUDGETING |
| Language: | eng |
| Abstract: | This paper reports on the progress of a joint project between the AAAA and the Management Science Institute designed to communicate to CFOs and CEOs that a great deal is known about the effective management of advertising expenditure. The project aims to identify best practice in how advertising expenditures are budgeted and evaluated. The MAX project is sponsored by the AAAA and the Management Science Institute and stands for Managing Advertising Expenditure for Financial Performance. |
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