How To Measure Ordinary Marketing
Colin McDonaldRachel Kennedy The Marketing Science Centre
Casual readers of the IPA Awards could easily get the impression that marketing is full of drama. Sales targets are set, and comfortably exceeded. This must be due to the advertising, because all other possible factors are carefully discounted. Payback is calculated: every 1 of advertising spend has produced an extra X of profit. A delighted client is preparing to repeat the campaign at a higher level and so it goes on.
But we know this...