Computer-Based Advertising Budgeting Practices of Leading U.S. Consumer Advertisers

Advertising budgeting theory suggests a number of important components of that decision-making process, many of which are examined in this article from the perspective of leading U.S. consumer advertisers. Sixty marketing, advertising and financial executives provide detailed information concerning the general characteristics of their company's advertising budgeting models, the use of computers and software packages and suppliers, variables and data bases typically analyzed and the perceived performance of their budgeting procedures, among other factors. Although most executives indicate that computers are used in the advertising budgeting process, only about one third of them also analyze advertising-sales response functions. The majority of all executives believe that their company's advertising budgeting procedures need “some” or “much” improvement and many offer recommendations.