Top Advertisers Budgeting Methods in Canada

  • C. L. Hung
  • Douglas C. West
Conference paper
First Online:
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The results of a questionnaire survey on top advertisers in Canada indicate that whereas the advertising budget appropriation methods bear some relations to company characteristics they do not appear to be associated to the budgetary process.

Keywords

Budgetary Process Durable Consumer External Party Advertising Research Unit Sale 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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References

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Copyright information

© The Academy of Marketing Science 2015

Authors and Affiliations

  • C. L. Hung
    • 1
  • Douglas C. West
    • 1
  1. 1.University of CalgaryCullowheeUSA

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