By W. Duncan. Reekie
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First-line revenues managers (FLMs) play a key function in assisting a revenues association force ecocnomic profit progress in an ever-changing company setting. yet even if without delay liable for handling and riding revenues strength functionality, FLMs usually don’t get adequate time, realization, and assets from revenues leaders.
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Extra info for Advertising: Its Place in Political and Managerial Economics
The charges which the various media set are readily available from the appropriate rate cards. ) In newspapers and magazines the rate will vary with size of advert, use of colour, whether or not a preferred position is required, and whether or not the campaign will be a single shot, or will go on for a series of issues in the same publication- in which case quantity rates might well be quoted. Preferred position rates enable the advertiser to select, normally at a premium, the location of his advert.
The introduction of branding into the discussion strengthens this argument. If a product is unsatisfactory, a brand makes it readily identifiable, and so avoidable. An unsatisfactory brand will, other things equal, be withdrawn from the market more rapidly then a non-branded equivalent as a result of Social and Ethical Problems 27 consumer resistance. The consumer wi II know which product to avoid. Identification is the key advantage of branding. If a particular product is known to be satisfactory, then the consumer can be sure that he wi II receive the identical satisfaction next time he purchases it, irrespective of date or place of purchase.
Above this minimum level, however, management will spend corporate resources on factors which increase its own utility. In so far as each manager obtains utility from the number of staff personnel reporting to him (as Williamson suggests), since this reflects the individual manager's status and prestige, then managers will attempt to increase the size of the firm in order to increase, in turn, the size of their staff establishment. Clearly, one means of increasing firm size is to use those profits above the minimum level required on advertising.