Advertising budgeting practices of industrial advertisers |
| |
Affiliation: | 1. Luiss University, Rome, Italy;2. Mefop, Rome, Italy;3. University of Bari, Italy |
| |
Abstract: | This article reports the findings of a recent large-scale survey of British industrial advertiser budgeting practices. The article lends support to recent research suggestions from the United States that industrial advertisers have begun to move away from rules of thumb budgeting towards more sophisticated techniques. The trend to increasing sophistication is most marked amongst large industrial advertisers. |
| |
Keywords: | |
本文献已被 ScienceDirect 等数据库收录! |
|