Common Approaches to Budgeting for Advertising

Abstract

Editors' Note In this short article the authors briefly review and comment on the most common approaches used by companies or proposed by specialists for setting the budgets to be spent on advertising in an organisation.

Citation

Mitchell, L.A. (1979), "Common Approaches to Budgeting for Advertising", Management Decision, Vol. 17 No. 5, pp. 357-403. https://doi.org/10.1108/eb001198