Question
Critics of the percentage of sales method of budget setting contend that this method reverses the advertising and sales relationship and that it treats advertising
Critics of the percentage of sales method of budget setting contend that this method "reverses the advertising and sales relationship" and that it "treats advertising as an expense rather than an investment." What are your thoughts about these arguments?
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Advertising Promotion And Other Aspects Of Integrated Marketing Communications
Authors: Terence Shimp, Craig Andrews
9th Edition
978-1111580216, 1111580219
