To Spend or Not to Spend: A New Approach to Advertising and Promotions

Trying to outshout the competition in an environment that is increasingly cluttered and expensive can lead to frustration and low returns. Managers can increase returns immediately and dramatically with a zero-based budgeting approach to advertising and promotions. In allocating investments according to the distinctive needs of brands, regions or countries, and market segments, companies can free up as much as 20 percent of their A&P … [ Read more ]