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The determination of the advertising budget has been studied by academics from several perspectives. One of these is to examine how this decision is made from a practical point of view. This paper reviews the nearly thirty studies published on this subject and highlights trends and differences over time which might allow us to reach conclusions, by size of firm, sector and geographical location. This descriptive approach to techniques for determining advertising budgets will allow us to draw some normative conclusions.
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A 1995 study studied this question.
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