Some differences in planning are unavoidable

Date of publication: November 11, 1996

Author: Thomas Neumann

Abstract:

There is a best planning method for each advertiser across countries, but it must be applied intelligently, adjusting it to the genuine differences between countries. Differences in planning between countries, agencies or companies are mostly undesirable and costly because they can mislead decisions, mainly on budget allocations. In some cases they are genuine, but mostly they are caused by different qualifications or attitudes of the people involved or by more objective differences, mainly in the data provision. The solution is to have multinational agreements on methods of data generation across all partners in the market, and about planning approaches across each agency network or international advertiser. Such agreements will take time. In order to work most efficiently in the meantime, the best planning methods should be applied as far as feasible. Outside manpower may help to overcome mental barriers.

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