THE ADVISOR PROJECT: A STUDY OF INDUSTRIAL MARKETING BUDGETING (non-technical overview)

This paper provides an overview of the ADVISOR studies, aimed at the marketing mix problem for industrial marketers. After five years of work, covering nearly 200 producted-situations within 27 American companies, the results are available. The ADVISOR work provides a new form of situation-specific guidelines for setting advertising and marketing budgets, for allocating those budgets, for changing spending levels from one year to the next and for determining distribution-channel strategies. The results are available in the form of a computerized guideline model, which can be generated from the answers to 19 questions about the product and its market. The uses of the results for product audits, budgetary planning and developing guidelines in new spending situations is reviewed. n?>(r.na