Improving Students’ Understanding Of The Retail Advertising Budgeting Process  

Oleh:

Gable, Myron ; Fairhurst, Ann ; Dickinson, Roger ; Harris, Lynn

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 22 no. 2 (Aug. 2000), page 120-128.
Fulltext: 120.pdf (104.6KB)

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This article reports on a survey of academics with respect to teaching advertising in the first retailing course. Most respondents cover methods of budgeting advertising as part of the course. Furthermore, they report on both the methods they recommend for small and large retailers and the techniques they believe small and large retailers use. The favorite budgeting technique among academics is the objective and task. Academics reflect this as (1) establishing advertising objectives, (2) determining tasks to achieve specified objectives, (3) determining costs for each of these tasks, and (4) totaling the costs. The authors maintain that the implementation of the objective and task approach requires the use of methods of both prioritizing alternative expenditures and setting a cutoff point. These points are often neglected by academics, including textbook writers, when defining the approach. Furthermore, for the most part, a combination of techniques should be used when implementing an objective and task method. Recommendations for the teaching of advertising budgeting in the introductory retailing course are offered.

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