Word: nariman
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Dates: during 1980-1989
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...against cost-cutting measures that result in cheaper-looking ads. Batten, Barton, Durstine & Osborn claims that years invested in building a product's "quality image" can be wiped out by low-budget advertising. A study published in the January-February issue of the Harvard Business Review, written by Nariman Dhalla, chief economist of J. Walter Thompson, showed that companies that raised ad budgets during the 1973-75 recession "chalked up higher shares in their industries and increased their sales, or at least prevented them from eroding." Concluded Dhalla: "Advertising is more important in win ters of slumps than...