Abstract
Companies that sell to industrial and business markets must determine how much to spend for various elements in the marketing mix. No systematic quantitative guidance is currently available to aid managers facing these decisions. ADVISOR, a joint project of M. I. T. and the Association of National Advertisers, addresses this need in the case of advertising budgets. Data on sixty-six diversified products from twelve companies have been analyzed to determine key product and market factors that affect advertising expenditures and media allocation decisions. New forms of guidelines have been developed to aid industrial product managers in setting and allocating advertising budgets by providing information on industry norms, using as input about a half dozen standard product-market factors.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 17-31 |
| Number of pages | 15 |
| Journal | Sloan Manage Rev |
| Volume | 17 |
| Issue number | 3 |
| State | Published - Jan 1 1976 |
All Science Journal Classification (ASJC) codes
- General Medicine