Methods for Determining the Advertising Budget and its Distribution in Different Media

Serban Comanescu Adrian ()
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Serban Comanescu Adrian: Department of Economics, Ovidius University of Constanþa, Constanþa, 8700, Romania

Ovidius University Annals, Economic Sciences Series, 2014, vol. XIV, issue 1, 524-527

Abstract: The process of determining and establishing the necessary advertising budget is approached based on the situations that precede it. There will be virtually no easy task for marketers, with the risk overvaluation or undervaluation of the budget. To avoid broader range of situations, the company uses specific tools and methods for determining the advertising budget. An advertising budget is established for each product.

Keywords: consumers; marketers; advertising budget; product (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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