PT  - JOURNAL ARTICLE
AU  - Douglas West
AU  - John B. Ford
AU  - Paul W. Farris
TI  - How Corporate Cultures Drive Advertising and Promotion Budgets
AID  - 10.2501/JAR-54-2-149-162
DP  - 2014 Jun 01
TA  - Journal of Advertising Research
PG  - 149--162
VI  - 54
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/54/2/149.short
4100  - http://www.journalofadvertisingresearch.com/content/54/2/149.full
SO  - J Advert Res2014 Jun 01; 54
AB  - This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.