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166Advertising ResearchPROMOTION MANAGEMENT DECISION-MAKING: promotion management decision-making
involves the availability and use of adequate information. The decision maker often relies on two ways
of getting needed information for the process such as:
- Experience and judgment of the decision maker
- Formalized information, which is available through advertising research.
The organization’s effectiveness is dependent on the quality of decisions made by its manager. Most of
decisions made by managers are said to be programmed because they involve recurring situations, which
have been dealt with previously. This is referred to as routine decision situations and managers usually
approach such decisions by the use of experience and judgment.
The second type of decision involves situation where, the problem is usually new or the situation is unique
in a way that in manager’s normal decision making approach can not fit adequately into the situation.
This is referred to as non-routine decision situation. This non-routine decision situation will push the
manager to adopt the formal approach to decision making through the decision-making process.
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