Advertising is communicating.
activity that isn't targeted is likely to be wasted.
⑤ Each of
the three functions deserves to have its own activity budget and a
specific dollar budget.
function should be measured on a current ongoing basis (as well as
cross-functionally) in order to compare budgeted
amounts versus actual amounts versus effectiveness.
⑦ In each
function, changes in strategy (the big concepts) and in tactics (the
implementation) should be based on what the market is teaching and
not primarily on opportunities that just "pop up."
⑧ On the
other hand, opportunities that just pop up are not to be ignored –
if they fit.
are no guarantees that your in-place
programs will work. (Before getting discouraged, bear in mind that
this same rule applies equally to your competition.)