Advertiser risk-orientation & the opinions & practices of advertising managers

Douglas West, Adrian Sargeant and Alan Miciak

This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Advertiser risk-orientation 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 North America measured by advertising expenditures. The results are discussed in terms of their implications for advertising managers and advertising agencies. The findings suggest that taking an advertising risk is not something that happens in isolation. Risk-taking is inextricably linked to the confidence and outlook of companies and this has important implications for the development and the acceptability of risky creative work by agencies for clients.