How UK Advertisers Set Budgets
- 1 January 1985
- journal article
- research article
- Published by Taylor & Francis in International Journal of Advertising
- Vol. 4 (3) , 223-231
- https://doi.org/10.1080/02650487.1985.11105065
Abstract
Evidence is put forward that, like their US counterparts, UK firms are using more sophisticated techniques for setting their advertising budgets. The gap between theory and practice is closing, especially amongst the better-performing firms.Keywords
This publication has 1 reference indexed in Scilit:
- Feature Article—Aggregate Advertising Models: The State of the ArtOperations Research, 1979