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Advisor 1: A Descriptive Model of Advertising Budgeting for Industrial Products (Classic Reprint) - Softcover
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Excerpt from Advisor 1: A Descriptive Model of Advertising Budgeting for Industrial Products
Each company brings much experience and thought to setting budgets and making plans for marketing communications. However, to a large degree, these decisions are based on impressions rather than facts. Very little. Quantified intelligence exists on the relation of product and market characteristics to communications expenditures for industrial products. One reason for this is that to conduct special studies for each individual product would be prohibitively expensive.
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Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
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Reseña del editor
Excerpt from Advisor 1: A Descriptive Model of Advertising Budgeting for Industrial Products
Each company brings much experience and thought to setting budgets and making plans for marketing communications. However, to a large degree, these decisions are based on impressions rather than facts. Very little. Quantified intelligence exists on the relation of product and market characteristics to communications expenditures for industrial products. One reason for this is that to conduct special studies for each individual product would be prohibitively expensive.
About the Publisher
Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
Reseña del editor
Excerpt from Advisor 1: A Descriptive Model of Advertising Budgeting for Industrial Products
Companies selling to industrial and business markets face the problem of determining how much to spend for various elements in the marketing mix. Setting budgets for advertising expenditures is especially difficult.
This paper reviews the results of the Advisor project, a multi-company study of current practice in setting advertising budgets for industrial products. The motivation for the study is that, since information about advertising's effect on sales is virtually nonexistent for industrial products, managers should tap the collective wisdom of those currently making advertising budgeting decisions.
Data on products from a number of large industrial companies have been analyzed to determine those product and market characteristics that affect advertising budgets as well as how those budgets are allocated across media. The study has produced new forms of guidelines for industrial product managers, both for setting the overall advertising budget and for dividing it among media. In addition, new insight into the budgeting process is gained by studying the process in two steps: setting an overall marketing budget and determining advertising's percentage of that budget.
About the Publisher
Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
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Advisor 1 : A Descriptive Model of Advertising Budgeting for Industrial Products (Classic Reprint)
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Zustand: Sehr gut. Zustand: Sehr gut | Sprache: Englisch | Produktart: Bücher. Bestandsnummer des Verkäufers 25718314/2
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Advisor 1 A Descriptive Model of Advertising Budgeting for Industrial Products Classic Reprint
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Advisor 1 A Descriptive Model of Advertising Budgeting for Industrial Products Classic Reprint
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PAP. Zustand: New. New Book. Shipped from UK. Established seller since 2000. Bestandsnummer des Verkäufers LW-9781330270936
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Advisor 1: A Descriptive Model of Advertising Budgeting for Industrial Products
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Paperback. Zustand: New. Print on Demand. This book analyzes industrial product marketing through a study of budgeting. The author reviews current practices and presents new insights based on empirical data from multiple large industrial companies. The book's findings provide guidelines for setting overall advertising budgets and allocating those funds across a range of channels. The author begins by examining the conventional methods of budgeting and highlights areas for improvement. Current budgeting practices are often based on subjective impressions and rules of thumb rather than quantitative analysis, leading to inefficiencies and missed opportunities. The author argues that a more systematic approach is needed, one that takes into account product and market characteristics, as well as the effectiveness of different advertising channels. The book presents a two-step budgeting process, where marketers first set an overall marketing budget and then determine the portion of that budget to allocate to advertising. Using data from a large sample of industrial products, the author develops regression models to predict advertising budgets based on factors such as product life cycle stage, market share, and customer concentration. By considering these factors, marketers can tailor their advertising strategies to the unique characteristics of their products and markets. This book is a valuable resource for marketing managers, researchers, and students seeking to optimize their industrial product marketing efforts. It provides practical guidance on how to set advertising budgets and allocate funds effectively, based on a solid understanding of the factors that drive advertising effectiveness. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item. Bestandsnummer des Verkäufers 9781330270936_0
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