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| Author: | West, D. Prendergast, G. P. |
| Title: | Advertising and promotions budgeting and the role of risk |
| Journal: | European Journal of Marketing
2009 : VOL. 43:11/12, p. 1457-1476 |
| Index terms: | advertising budget risk management United Kingdom |
| Language: | eng |
| Abstract: | This research examines the conventional wisdom with regards to budgeting methods, processes, and sophistication in light of recent macro work relating budgetary approaches to risk-taking. Advertisers on the UK are found to use a variety of budgeting methods. Judgmental methods seem to dominate. The relationship between budgeting sophistication and risk is investigated. It is concluded that the answer why firms use sophisticated or unsophisticated methods in their advertising or promotion budgeting is related to organizational culture. |
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