Advertising Budgeting Methods and Processes in China

Douglas West, Gerard Prendergast, Yi Zheng Shi

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review

1 Citation (Scopus)


This paper examines: 1) types of advertising budgeting methods in China; and 2) types of decision-making processes used for setting the advertising budget. The finding is that the most common budgeting methods used were “judgmental”, and the least common were “measurement” (quantitative) approaches. The most common decision process was “bottom-up/top-down.”

Original languageEnglish
Title of host publicationAssessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty
Subtitle of host publicationProceedings of the 2004 Academy of Marketing Science (AMS) Annual Conference
EditorsHarlan E. Spotts
PublisherSpringer Cham
Number of pages7
ISBN (Electronic)9783319118451
ISBN (Print)9783319118444, 9783319385747
Publication statusPublished - 10 Nov 2014
Event2004 Academy of Marketing Science Annual Conference - Fairmont Hotel Vancouver, Vancouver, Canada
Duration: 26 May 200429 May 2004

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


Conference2004 Academy of Marketing Science Annual Conference
Internet address

Scopus Subject Areas

  • Marketing
  • Strategy and Management

User-Defined Keywords

  • China Statistical Yearbook
  • Chinese Firm
  • Firm Size
  • Market Communication
  • Small Firm


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