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Britt, Steuart-Henderson – College Store Journal, 1979
Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)
Descriptors: Advertising, Budgeting, Budgets, Business
