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How clients can improve their advertising by improving their decision-making

In: The Future of Marketing

Author

Listed:
  • John Philip Jones

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.

Suggested Citation

  • John Philip Jones, 2003. "How clients can improve their advertising by improving their decision-making," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), The Future of Marketing, chapter 0, pages 98-112, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59985-7_6
    DOI: 10.1057/9780230599857_6
    as

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