The A,B,Cs of advertising management: perceptions and practices of managers in Chile, Japan & the United States

Abstract

This study attempts to shed light on selected aspects of advertising management in three countries ­ Chile, Japan, and the United States ­ as perceived by practitioners. Prior research indicated a dearth of comparative work on this subject. Specific topics addressed include approving advertising, planning media, measuring effectiveness, and budgeting. The criteria used to evaluate each of the four topics revealed significant differences in advertising management thought even though, directionally, findings were frequently similar. While the principles of advertising management may be universal, cultural, organisational, and quantitative (versus qualitative) emphasis were deemed to be factors accounting for differences in the practice among the three countries.