工业：广告预算与策略五大缺陷及应对.pdfVIP

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INDUSTRIALMARKETING

What’sWrongWithIndustrial

Advertising

Budgets?

ByRICHARDC.CHRISTIAN

MarstellerInc.,Chicago

INANSWERtothequestionabove,mostpeople-especiallyadvertisingpractitioners-would

quicklysay:“They’retoolow!”

However,mostreallysophisticatedindustrialmarketingmen,thethoughtfulstudentsofmodern

marketing,wouldprobablylistatleastfiveseriousweaknessesinindustrialadvertisingprograms

andbudgetingprocedures:

1.Lackofas