How to Manage Your Brand's Communication
Arie den BoonDaphne Communication Management BV
Colin McDonaldResearch Consultancy
It was reported late last year in Marketing Week that research by Richmond Research found that 82% of UK marketers now measure ROI; 79% on a campaign-by-campaign basis; 56% per cent of respondents claimed to look at individual components of the marketing mix, and 36% at individual executions. This is hard evidence of how important accountability has become to marketers.
However, when it comes to what gets measured and how, the picture becomes vaguer. Some media are looked at far more...