The Sales-Advertising Interface in Promotion Planning

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Abstract
Marketing theorists have long posited that for effective and efficient design and implementation of product sales and promotion strategies, advertising and sales departments should interface. To date, virtually no published research has explored the extent of the advertising—personal selling interface in major U.S. companies. This paper reports the results of a survey of Fortune 500 companies that focused on the extent of the advertising—personal selling interface in consumer and industrial product firms. The findings suggest the degree of input exchange between these departments is more limited than suggested by textbook wisdom.