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advertising - setting the right advertising budget
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How can a business know whether a specific advertising campaign was effective?
As a percentage of sales, advertising expenditure varies enormously from business to business, from market to market. For example, the leading pharmaceutical companies spend around 20% of sales on advertising, whilst business such as Ford and Toyota spend less than 1%. An average for fast-moving consumer goods markets (“FMCG”) is around 8-10% of sales.
In practice, the following approaches are used for setting the advertising budget:
Approaches to setting the advertising budget
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by
Mohit12
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on
2/10/2010 9:53:37 AM
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