Decrypting the Antecedents of Advertising Budget allocation under the Ascendancy of New Media

Abstract

In the wide ambit of marketing activities, all complicated and all complex; some activities have always been part and reason of very
strong research. One amongst many is advertising budget allocation. Several models have been proposed and devised which help simplify this mystery under various contexts of industry, company size etc. But owing to the large number of factors involved advertising
budget allocation is still not completely demystified into an equation or formula. To further enrich the situation the various techniques
of advertising are increasing by the day. With new media and its high potential marketing applications like social media marketing,
search engine marketing, advergaming and many more, the number of buckets into which the advertising budget needs to be split is
only increasing. This decision can be delegated to an MKDSS (Marketing Decision Support System). This paper tries to enlist the various potential uses of an MKDSS in the field of advertising viz a viz the presence of new media in the advertising landscape.