Advertising budgeting and sales forecasting: the timing relationship

Article Abstract:

The timing relationship between advertising budgeting and sales forecasting among 310 Canadian advertising agencies and in-house advertising departments show that most companies set budgets prior to or simultaneous with forecasts. However, the practice of timing budgeting and forecasts did increase through the involvement of the finance and research departments in forecasting. Also, a bottom-up driven management process was seen to be best for good practice in timing.

Research, Canada, Business budgets, Sales forecasting, Canadian advertising

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Advertising knowledge management: strategies and implications

Article Abstract:

The main driving forces behind the adoption of advertising knowledge management are considered. Many global agencies are seeking to improve communication throughout their networks, but there are few signs that formal systems are being established for collecting and disseminating information on a global network basis.

Advertising Management, Management, Marketing management

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Payment-by-results. Is there a pot of gold at the end of the rainbow?

Article Abstract:

Issues concerning advertising agency remuneration are discussed. Particular attention is given to payment-by-results, which allows agencies to escape the trap of downward remuneration and clients to pay more for clear results.

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