search query: @author West, D. / total: 12
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| Author: | West, D. |
| Title: | Advertiser risk-orientation and the opinions and practices of advertising managers |
| Journal: | International Journal of Advertising
1999 : VOL. 18:1, p. 51-72 |
| Index terms: | ADVERTISING RISK MANAGERS |
| Language: | eng |
| Abstract: | This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Adviser risk-orientation is viewed in the context of the propensity of advertising managers to engage in risk-taking. Findings are based on a survey of top advertisers in North America measured by advertising expenditures. The results are discussed in terms of their implications for advertising managers and advertising agencies. The findings suggest that taking an advertising risk is not something that happens in isolation. |
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