How Corporate Cultures Drive Advertising and Promotion Budgets Best Practices Combine Heuristics and Algorithmic Tools

Authors

Douglas West
John B. Ford, Old Dominion UniversityFollow
Paul W. Farris

Document Type

Article

Publication Date

2014

DOI

10.2501/jar-54-2-149-162

Publication Title

Journal of Advertising Research

Volume

54

Issue

2

Pages

149-162

Abstract

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.

Comments

Web of Science: "Free full-text from publisher."

Original Publication Citation

West, D., Ford, J. B., & Farris, P. W. (2014). How corporate cultures drive advertising and promotion budgets best practices combine heuristics and algorithmic tools. Journal of Advertising Research, 54(2), 149-162. doi:10.2501/jar-54-2-149-162

Repository Citation

West, Douglas; Ford, John B.; and Farris, Paul W., "How Corporate Cultures Drive Advertising and Promotion Budgets Best Practices Combine Heuristics and Algorithmic Tools" (2014). Marketing Faculty Publications. 11.
https://digitalcommons.odu.edu/marketing_pubs/11