Advertising A New Approach (RLE Advertising)

8

Budgets

 

FOR every individual who knows how much to spend on advertising there are fifty who are ready to tell him how to spend it. The problem of appropriation policy is both more complicated and less thoroughly explored than the problem of the advertising budget. A proper decision on the amount to be spent on advertising involves a whole system of estimates and calculations on the right relationship between advertising and other selling costs, and between selling costs and production costs. The drawing up of a budget, allocating the total amount to be spent on advertising between the various media—newspapers, television, posters, films, etc.—is, although difficult in its own way, a less fundamental matter, amenable to a whole series of techniques ...