Predictive Strategies for the Determination of Sales and Advertising Expenditures in the Pharmaceutical Industry in Nigeria

Abstract

Advertising budget setting continues to be a controversial topic. The objective of this study is too formulate a scientifically-based approach to setting advertising budgets and correct the lack-lustre approach towards this. Secondary sources of data were used in this study. Data analysis was done by using the SPSS statistical software package. This study was based on the premise that little is known about how managers actually set advertising budgets and little attention is paid to this issue and managers are making less than optimal decisions on advertising budgets. It was identified that optimizing scientific methods were not the basis of many decisions on advertising budget settings. It has also revealed the slowly increasing use of quantitative models and the widespread use of heuristic such as percent-ofsales and competitive parity. Despite the controversies surrounding budget setting for advertisement, the study has been able to provide a leverage of confidence limits such that, regardless of whatever approach adopted, the confidence limit is the guiding star towards achieving 'optimum' budget to reap the benefits of advertisement.

HR Practices: A Source of Sustainable Competitive Advantage or Competitive Parity – A Systematic Literature Review

“…This means that a particular strategy or resource that the company uses lead to average results and there is a possibility for others to imitate or acquire such resources/strategy without a great difficulty. Adepoju & Laiyemo (2009) explain that in advertising (marketing), competitive parity method is a strategy that is used for budget allocation. Here marketing/advertising budget is set according to activities of compactors.…”

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“…This means that a particular strategy or resource that the company uses lead to average results and there is a possibility for others to imitate or acquire such resources/strategy without a great difficulty. Adepoju & Laiyemo (2009) explain that in advertising (marketing), competitive parity method is a strategy that is used for budget allocation. Here marketing/advertising budget is set according to activities of compactors.…”