Value Chain

From: Justin Ashby <j.ashby_at_pfour.co.uk>
Date: Wed 30 May 2001 11:21:51 -0500

I have just recently joined this forum. I work for a
marketing consultancy based in London, called pFour which
is part of the WPP Group. I am currently working for a
client which is a major global portal and owner of online
advertising space. I have a question topic I would like
to pose to other subscribers:

What is the process or 'value chain' starting from the
advertiser's budget allocation to the point of purchase
of online advertising space? Who are the key decision
makers and influencers (in terms of job titles) along
the way? Who decides whether online advertising is used,
how much is allocated to it and where it is used? How
would an advertiser's budget flow through each step of
the process into an amount spent online & what "cut" is
taken at each step of the process?

I'd be interested to read anyone's comments on this.


Received on Wed May 30 2001 - 11:21:51 CDT