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| 84.
Companies Often Miss-Spend Huge Amounts On Advertising And Promotion
| A clear vision will define specific direction, actions and expected and quantified outcomes. A clear vision will not allow action to be taken without a clear end in mind in terms of dollar results which are projected based on expected expenditures.
All too often when a company gets in trouble through shortfalls in sales, more money is dumped into advertising and promotion to boost sales without adequately protecting the impact on gross profit and the bottom line. Well-managed companies on the other hand take the time to understand where their shortfalls come from, the steps required to overcome the shortfalls and the returns expected on any expenditures that will be undertaken.
By constantly measuring actual results against expectations and by performing the analysis necessary to understand where shortfalls come from, it is possible to devise specific actions that will put you back on track.
Throwing money at a problem rarely solves it. |
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