Putting advertising and marketing communications strategy into practice: Case of dutch companies

Willem Verbeke and Andy Mosmans have undertaken a large survey of Dutch companies focusing on how effectively advertising and marketing communications compaigns are implemented. Their interesting results show, among other things, the extensive involvement of top management in advertising policy, that creative advertising copy is subject to little testing by managers, and that companies evaluate advertising agencies on the basis of supplying creative products. The authors conclude generally that managers use advertising less than would be expected in their marketing campaigns.