ABSTRACT
The paper examines a sample of literature concerned with the determination of advertising expenditure for the years between the two World Wars. The range of approaches is identified and examined in relation to their apparent geographic and interest group origin. Factors which may have influenced formula development during this period are considered and finally a comparison is made between formulae specified in the sample drawn from the period 1919–1939 and in a sample drawn from the 1970–1980 period. The results of this analysis suggest that the period 1919–1939 was a watershed in the development of methods for determining the advertising appropriation.
