The percentage-of-sales method of budgeting is criticised for treating advertising as an expense rather than an investment,

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The percentage-of-sales method of budgeting is criticised for treating advertising as an expense rather than an investment, thus reversing the communication and sales relationship. Explain what this means.

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Integrated Marketing Communications: A Global Brand-Driven Approach

ISBN: 9781317979609

2nd Edition

Authors: Don Schultz , Charles H. Patti , Philip J. Kitchen

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Question Posted: Oct 24, 2024 07:00 AM

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The percentage-of-sales method of budgeting is criticised for treating advertising as an expense rather than an investment,

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Integrated Marketing Communications: A Global Brand-Driven Approach

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