O

Abstract

objective and task method. A conceptually sound procedure for determining the size of the ADVERTISING APPROPRIATION which is relatively little used in practice. It reverses the basis of the commoner methods (described in the main entry) by first establishing clear advertising objectives and then determining how much it will cost to attain them. There are two practical drawbacks: first, advertisers find it surprisingly hard to articulate bona fide advertising objectives; second, it may be more easily said than done to cost the means of achieving them.