Advertising Budgeting: Process and Structure as Explanatory Variables
- 1 June 1987
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 16 (2) , 34-40
- https://doi.org/10.1080/00913367.1987.10673075
Abstract
This paper argues that much of the effort devoted to the study of advertising budgeting has been tangential to the central issue of what determines the size of budget allocations. The thesis here is that budgets are outcomes of political processes in organizations and that this can be demonstrated empirically. The implications of this model of advertising budgeting are substantial for both management practitioners and marketing and advertising researchers.Keywords
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