| Popis: |
Risks for advertising project personnel are considered based on the case of «Raiffeisenbank» advertising campaign. Virtually all risks, intrinsic to advertising projects, are generated more or less through the personnel risks. Major advertising project risks are described and analyzed, including those of disloyalty, lack of competency, lack of motivation, underfunding, incorrect market segmentation and incorrect choice of distribution channel. Advertising project management are risk-bearing to a substantial degree, and the majority of the said risks are produced and/or manifest themselves not without project personnel. Such feature is conditioned by peculiarities of advertising projects, analyzed by the author in terms of HRM techniques applicable at the stage of project activities organization. Specific emphasize is made on personnel risks in the course of advertising projects implementation and on ways to evaluate and reduce thereof. |
