How to measure ordinary marketing

Colin McDonald and Rachel Kennedy investigate the majority of marketing campaigns - those which seem to have little or no effect on sales or share.

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...

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