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Spiraling inflation, rapidly increasing media costs, and the greater accountability that the advertising manager must now assume require a budget appropriation for advertising that will lead to the optimization of sales and/or profits. Results of the research reported here suggest that industrial marketers can improve their present budgeting practices by investigating the more sophisticated methods of budget setting and reevaluating the items included in the industrial advertising budget.
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Blasko et al. (1984) studied this question.
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