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Advertising’s effects

by John Philip Jones and Mary Baumgartner Cyrus
Indian Management February 2022

"Busting the following myths:
MYTH 1: Half my advertising is wasted, but I do not know which half
MYTH 2: Clustering television spots in ‘bursts’/ ‘flights’
MYTH 3: The dominance of low-involvement brands
MYTH 4: As a brand grows, its advertising must be increased at the same rate
MYTH 5: Sales promotions have a much stronger effect on sales and profit than advertising does"

Latest Articles

Digital detox

By addressing the root causes of technostress and fostering a culture of resilience, managers can create environments where employees not only manage stress, but thrive.

by Petra Velzeboer
Indian Management February 2025

No limitations

Busting the following myths-
MYTH 1: I’ll never be as successful as those other leaders.
MYTH 2: I’m not good at building relationships and networking.
MYTH 3: I don’t need to speak up in the meeting. I can just follow up one-on-one afterwards.
MYTH 4: I don’t have to be a good public speaker.
MYTH 5: I deserve to feel imposter syndrome.

by Mike Schiller
Indian Management February 2025

More From The Category

No limitations

Busting the following myths-
MYTH 1: I’ll never be as successful as those other leaders.
MYTH 2: I’m not good at building relationships and networking.
MYTH 3: I don’t need to speak up in the meeting. I can just follow up one-on-one afterwards.
MYTH 4: I don’t have to be a good public speaker.
MYTH 5: I deserve to feel imposter syndrome.

by Mike Schiller
Indian Management February 2025

Crack the advertising code

Busting the following myths-
MYTH 1: The client is always right.
MYTH 2: Great advertising is all about the ‘Big Idea’.
MYTH 3: Big budgets equal big impact. 
MYTH 4: Viral content is the ultimate goal of social media marketing.
MYTH 5: Advertising is all about selling products.

by Terence D’Costa
Indian Management January 2025
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