TY  - JOUR
AB  - Examines the methods companies have used for setting advertising
budgets against the backdrop of the literature (textbooks and journals).
Utilizes a checks and balances (triangulation) methodology of survey,
personal interviews and case studies to examine in depth the nature,
scope and dynamics of the advertising budgeting process. The advertising
budget decision involves a dual problem and a three‐stage process.
Findings indicate that the advertising budgeting methods in practice
were more sophisticated than the earlier descriptions in the literature,
but the literature is narrowing the gap with reporting of advertising
budgeting practices by marketing‐oriented and successful companies. The
inaccuracy in the earlier literature, which conveys a certain image of
managers, is now being corrected with positive implications for teaching
and academic/practitioner co‐operation and trust.
VL  - 27
IS  - 5
SN  - 0309-0566
DO  - 10.1108/03090569310039697
UR  - https://doi.org/10.1108/03090569310039697
AU  - Mitchell Lionel A.
PY  - 1993
Y1  - 1993/01/01
TI  - An Examination of Methods of Setting Advertising Budgets:
Practice and the Literature
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 5
EP  - 21
Y2  - 2024/04/20
ER  -