Chapter 6. Entrepreneurial Advertising That Works—Vaguely Right or Precisely Wrong?
Advertising is probably the most misused (and misunderstood) marketing instrument by entrepreneurial ventures of all sizes. As we discuss in this chapter, many entrepreneurs and other managers believe that advertising is too difficult to evaluate on a cost/benefit basis. Using many large, frequently purchased packaged goods companies as examples, many entrepreneurs have adopted many of those larger firms’ approaches to advertising. These advertising approaches have a number of “rules” that help a firm or its advertising agencies to make some advertising management ...
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