Management Decision: Volume 17 Issue 5

Common Approaches to Budgeting for Advertising

Lionel A. Mitchell

Editors' Note In this short article the authors briefly review and comment on the most commonapproaches used by companies or proposed by specialists for setting the budgets to…

So You Know How Advertising Works?

Hugh Murray

Editors' Introduction In this article Hugh Murray questions many of the assumptions underlying popular theories of how advertising works, and criticises the lack of empirical…

Advertising Expenditure and Product Quality

C.T. Gilligan, D.E.A. Holmes

Editors' Note The following article reports an empirical study designed to find out whether productson which a great deal of money is spent in advertising are on the whole of a…