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Advertiser Risk-Orientation and Attitudes Towards Campaign Planning in the US and Canada

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Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference

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Abstract

This article examines advertiser risk-orientation and manager’s attitudes towards campaign planning. Advertiser riskorientation is viewed in the context of the propensity of advertising managers to engage in risk-taking. Findings are based on a survey of top advertisers in the U.S. and Canada.

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References

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Author information

Authors and Affiliations

  1. Henley Management College, Henley-on-Thames, UK

    Douglas West

  2. University of Calgary, Alberta, Canada

    Alan Miciak

Authors
  1. Douglas West
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  2. Alan Miciak
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Editor information

Editors and Affiliations

  1. Marketing Department, Old Dominion University, Norfolk, Virginia, USA

    John B. Ford

  2. Old Dominion University, Norfolk, Virginia, USA

    Earl D. Honeycutt, Jr.

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West, D., Miciak, A. (2015). Advertiser Risk-Orientation and Attitudes Towards Campaign Planning in the US and Canada. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_41

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