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A Company Has to Decide on How to Allocate Its

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A company has to decide on how to allocate its advertising budget over space as well as over time. A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines. These markets are called


Definitions:

Bureaucratic Structures

Organizational forms that are characterized by a hierarchical arrangement of jobs, reliance on formal rules and regulations, and a clear distinction of labor.

Environmental Uncertainty

A lack of information regarding what exists in the environment and what developments may occur.

Strategic Alliance

A partnership between two or more companies to pursue a set of agreed upon objectives while remaining independent organizations.

Cooperative Structure

A framework within an organization where members work together towards common goals, often with shared responsibilities and decision-making.

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