Taking advertising risks: the case of Clerical Medical

Article Abstract:

A new study investigates how decision-makers handle risk when making advertising decisions. Using leading financial group Clerical Medical Investment Group as a case study, it is found that the failure to meet targets increases the predisposition to take risks. It is suggested that, in such conditions, the use of correct pre-testing techniques, together with effective planning, is crucially important. It is also concluded that risk audits should be undertaken by advertisers and their agencies at the beginning and end of campaigns.

Methods, Risk assessment, Advertising, Advertising campaigns, Clerical Medical Investment Group

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Firm size: implications for achieving success in new industrial services

Article Abstract:

The success or failure of new services and products can be determined by a set of factors governed by the size of the company involved. Firms must acknowledge their weaknesses and strengths and align them with the market opportunities. Smaller industrial service companies are most likely to succeed if they continue to offer the type of service in which they are most skilled and for which they have a good reputation. Larger firms with a diversified product and client base must service client needs and market needs at a profit.

Services industry, Service industries

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Benchmarking marketing processes for performance improvement: a new approach from the Chartered Institute of Marketing

Article Abstract:

Despite much interest in marketing measurement, little attention has been paid to the processes of converting marketing inputs into marketing outputs. The Chartered Institute of Marketing has been involved in efforts to help companies benchmark their marketing processes. The system allows both senior executives and marketers to identify marketing's role in their organisation and to measure marketing success.

Chartered Institute of Marketing

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