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Determining advertising budgets using econometrics

Date of publication: June 1, 1978

Catalogue: Seminar 1978: The Business Of Advertising

Author: Michael Stewart

Abstract:

The only rational way to set an advertising budget is to estimate as well as one can the likely sales and cost consequences of each of the range of feasible advertising expenditures and choose the one which maximises the future profit (or other expression of corporate goals) - future earnings being discounted to present values at an appropriate discount rate. Econometrics is one method of estimating the sales effects of recent advertising - this then being taken as a guide to the effect of future advertising.

Michael Stewart

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Research Papers

Determining marketing budgets

Catalogue: Seminar 1978: The Business Of Advertising

Author: Barry Leach

 

June 14, 1978

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Citation

Leach, B. (1978a, June 14). Determining marketing budgets. ANA - ESOMAR. Retrieved October 31, 2025, from


https://ana.esomar.org/documents/determining-marketing-budgets


Research Papers

Justifying our advertising budgets

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven

 

June 15, 1996

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Citation

Ehrenberg, Barnard and Scriven (1996a, June 15). Justifying our advertising budgets. ANA - ESOMAR. Retrieved October 31, 2025, from


https://ana.esomar.org/documents/justifying-our-advertising-budgets


Research Papers

Determining budget: Open discussion

Catalogue: Seminar 1978: The Business Of Advertising

Author: Giovanni van Eyl

 

June 1, 1978

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Citation

van Eyl, G. (1978a, June 01). Determining budget: Open discussion. ANA - ESOMAR. Retrieved October 31, 2025, from


https://ana.esomar.org/documents/determining-budget-open-discussion


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Citation

Stewart, M. (1978a, June 01). Determining advertising budgets using econometrics. ANA - ESOMAR. Retrieved October 31, 2025, from


https://ana.esomar.org/documents/determining-budget-open-discussion