How To Tell If Your Advertising Is Working
Joel RubinsonVivaldi Partners
Let's face it—if we compiled a current “what's hot/what's not” list for brand-building options, television advertising would be on the “what's not” side of the ledger. Jim Stengel, the global marketing officer of Procter & Gamble, believes that “today's marketing model is broken” and backed his claim by reducing P&G's television advertising by 20%. Some of the biggest success stories in marketing today had virtually no contribution from television advertising, such as Google and Starbucks. Viral marketing and Web-based advertising are hot because they have a certain appeal...