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Research papers

Setting advertising appropriations

This paper shows how a number of advertisers currently set advertising appropriations; examines alternative methods designed to guide the decision making process; and cites more case histories to indicate the implications of given budget levels in...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald Eva
June 14, 1978
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Citation

Eva, G. (1978a, June 14). Setting advertising appropriations. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/setting-advertising-appropriations