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What is Effective Ad Budgeting Strategies about?

1) There are three common rules for advertising budgeting: percentage of sales, spending all that can be afforded, and competitive parity. 2) Using percentage of sales as a rule has the flaw that it does not consider how advertising can influence sales. It only uses past or projected sales to determine spending. 3) The percentage of sales approach needs modification for brand repositioning, established dominant brands, and new brand introductions which may require heavier initial investment. 4) The "all

Author

Amit Kumar Jha

Language

EN