This paper treats advertising budgeting, which is a challenging issue for academicians and practitioners. A problem-solving tool, namely Project Advancement (PA), is employed to identify the characteristics of the budget allocation issue the advertising manager faces with. In line with the characteristics (i.e., fundamental objective (FO), the length of value-based time limit of advertising campaigns, and advancement strategy of advertising campaigns), an efficient allocation model for achieving the FO is then constructed. A case of theme park advertising budgeting throughout this paper provides insights into this approach and yields illustrations to the allocation model. Analytic Hierarchy Process (AHP) method is employed for estimate of objective coefficients of the allocation model. Managerial implications are identified with regard to using the new approach.
Quality & Quantity – Springer Journals
Published: Sep 4, 2008
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