How Bad are your Marketing Communications?

Abstract

This monograph presents a review of the frontiers' ideas in marketing communications as of today, in six exploratory steps. It begins with an examination of the nature of acceptable goals for marketing communications and then examines what and with whom we should communicate. Where and when communications should be placed is next discussed in terms of the objective functions of multimedia models and frequency effects. The sixth step focuses on the match between evaluative instruments and initial objectives and exhorts communicators to experiment better and more often and indicates how. A Self‐Audit questionnaire enables the reader to score himself badly or well according to conscience, whilst acting as a device for defining improvements that can sensibly be made. The monograph is empirically based on the Cranfield Programme's findings from 1972–1976 of which the author was Co‐Director; he is now its Co‐Chairman.

Citation

Wills, G. (1977), "How Bad are your Marketing Communications?", Management Decision, Vol. 15 No. 3, pp. 308-335. https://doi.org/10.1108/eb001132