Advertiser risk-orientation & the opinions & practices of advertising managers

This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Advertiser 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 measur...

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Bibliographic Details
Published inInternational journal of advertising Vol. 18; no. 1; pp. 51 - 71
Main Authors West, Douglas, Sargeant, Adrian, Miciak, Alan
Format Journal Article
LanguageEnglish
Published Eastbourne, East Sussex, England Routledge 01.01.1999
Holt, Rinehart and Winston
Blackwell Publishers
Subjects
Advertising
Advertising agencies
Advertising campaigns
Advertising expenditures
Risk assessment
Studies
North America
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Summary:This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Advertiser 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. Risk-taking is inextricably linked to the confidence and outlook of companies and this has important implications for the development and the acceptability of risky creative work by agencies for clients.
ISSN:0265-0487
1759-3948
DOI:10.1080/02650487.1999.11104744