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Advisor 1: A Descriptive Model of Advertising Budgeting for Industrial Products
A practical guide to setting industrial advertising budgets, grounded in real-world practice. This edition summarizes the ADVISOR study’s findings to help managers budget more consistently.
This book explains how current budgeting approaches work and what the evidence from industry practice shows. It frames budgeting as a study of how marketing communications are planned, measured, and aligned with product and market characteristics.
Three approaches to allocating communications guidelines, task methods, and explicit modeling with experimentation.
How budgeting decisions relate to product stage, market structure, and environmental factors rather than direct sales or profits.
Key drivers that shape budgets, including life cycle stage, market share, sales concentration, and purchase frequency.
How data were gathered from participating companies and how this evidence translates into budgeting norms.
Ideal for readers of marketing and budgeting in industrial settings, as well as students and professionals seeking practical guidance.
This book explains how current budgeting approaches work and what the evidence from industry practice shows. It frames budgeting as a study of how marketing communications are planned, measured, and aligned with product and market characteristics.
Three approaches to allocating communications guidelines, task methods, and explicit modeling with experimentation.
How budgeting decisions relate to product stage, market structure, and environmental factors rather than direct sales or profits.
Key drivers that shape budgets, including life cycle stage, market share, sales concentration, and purchase frequency.
How data were gathered from participating companies and how this evidence translates into budgeting norms.
Ideal for readers of marketing and budgeting in industrial settings, as well as students and professionals seeking practical guidance.
Kindle Edition
Published August 24, 2018
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