ABSTRACT
This chapter compares marketing approaches that are driven by efficiencies and synergies and those that prioritize effectiveness. The author discusses how short-term savings on multicultural ad agencies’ compensations and production budgets (also called non-working dollars) may not help brands build their business in the short and long run.
However, intelligent decisions on marketing mix allocation and focus on culturally relevant insights and creativity can bring some savings and efficiencies to marketers while helping build their businesses.
