haku: @indexterm ORGANIZATIONAL DECISION MAKING / yhteensä: 246
viite: 97 / 246
| Tekijä: | Michell, P. |
| Otsikko: | Where advertising decisions are really made. |
| Lehti: | European Journal of Marketing
1988 : VOL. 22:7, p. 5-18 |
| Asiasana: | ADVERTISING AGENCIES ORGANIZATIONAL DECISION MAKING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | Advertising decisions in organizations are discussed. The background of the topic is outlined, literature is reviewed. Advertising decision-making centres are compared with buying centres. The composition of agency/client advertising decision-making units is identified for two different situations: decisions on a creative campaign and decisions on the firing of an advertising agency. Research methodology is described. Data were obtained from personal interviews and questionnaires. The relative importance of top management and product, account and creative management to the process are compared, and the roles of top and middle management are examined. |
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