 How clients can improve their advertising by improving their decision-makingJohn Philip Jones Chapter Chapter 6 in The Future of Marketing, 2003, pp 98-112 from Palgrave Macmillan Abstract: Abstract Manufacturers and service organizations have to make marketing decisions of two types in managing their advertising: financial ones and creative ones. Financial decisions — those regarding advertising budgets — are made at a high level in corporate hierarchies, and by the most experienced executives. This is because expenditures are often large. Creative decisions — those concerning actual content of campaigns — are made at a much lower level and are often rubber-stamped by executives at the top. From any perspective, this is a deeply flawed system, as we shall see, because the financial and creative decisions are intimately related. Without effective campaigns, financial investments are wasted. In addition, a substantive proportion of campaigns are in fact either weak or totally ineffective, as measured by reliable data. In relation to a critical 21st-century perspective on marketing, this chapter considers several crucial questions pertaining to a major component of marketing, and one in which substantial resource allocations are made. Keywords: Senior Executive; Creative Idea; Advertising Expenditure; Brand Manager; Sales Promotion (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59985-7_6 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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