ADVERTISING CONTROL

Abstract

Automated expense control systems using computers are feasible and have been of great utility in exercising cost control and imp ementing sophisticated auditing procedures for advertising expenditures. As a tool of managment, provision of current information in great detail has enabled advertising and product managers to take corrective action quickly and decisively as emergency situations develop. It has facilitated advance planning, and has made possible an effective follow‐up on the progress of the advertising plan as it is worked out during the budgetary period. Surveillance by several independent offices—advertising, product managment, advertising control—makes it less probable that over‐charges, omissions and the like will go undetected. Smaller organisations could certainly benefit from such an advertising control system, but it has become a “must” for the large, decentralised, multi‐product company where because of their number, marketing programs can easily get ”lost in the shuffle“.

Citation

KELLY, W. (1967), "ADVERTISING CONTROL", Management Decision, Vol. 1 No. 1, pp. 55-59. https://doi.org/10.1108/eb000777