Does Advertising Belong in the Capital Budget?
Journal of MarketingPublished 1 October 1966
Joel Dean
Citations14
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
Whether advertising is an investment and so should be treated like other parts of the capital budget is a question of moment to marketing managers. Viewing promotion as an investment could bring dramatic changes in decision-making, market-testing, measurements of effectiveness, and value judgments that are required in determining how much to spend on promotion. The economic case for an investment approach to the advertising budget is the theme of this article by a distinguished economist.
Keywords
Business, Management and Accounting