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Risks of the personnel conducting an advertising project


Vasiliy Borobov, Aleksey Nosenko
(about the authors)

Borobov Vasiliy Nikolaevich – Doctor of Science, Economics, Professor, Financial University under the Government of the Russian Federation, Russian Presidential Academy of National Economy and Public Administration, Moscow Institute of Economics, Politics and Law, Moscow

Nosenko Aleksey Andreevich – Senior manager for the planning of advertising in mass media, Media Net, LLC, Moscow

Published in:
Russian Journal of Entrepreneurship
– № 10 / May, 2014



Keywords: advertising project, banking services, incompetence, lack of motivation, personnel risks disloyalty, segmentation, selection of the promotion channel, underfunding


Citation:
Vasiliy Borobov, Aleksey Nosenko (2014). Risks of the personnel conducting an advertising project. Russian Journal of Entrepreneurship, 15(10), 90-104. — url: http://bgscience.ru/com/lib/4506


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Abstract:

The article describes and analyzes the main risks of advertising projects, in particular, the risks of: disloyalty, incompetence, lack of motivation, underfunding, incorrect segmentation, wrong selection of the promotion channel. Management of an advertising project involves considerable risks most of which are either produced by the personnel or manifested externally through the personnel. It is connected with a number of features specific to the advertising projects. Those features are analyzed below from the perspective of problems related to personnel management during the organization of project works. The emphasis is laid on the risks of the personnel engaged in advertising projects, and primarily on the evaluation of risks and techniques of their reduction.







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