Cross Media Optimization
Measuring Sales and Branding Across Media (Including Online)
Rex BriggsMarketing Evolution, United States
INTRODUCTION
We have sought the Holy Grail of marketing, and we grasp the challis in our hands.
Well, maybe that is over claiming a bit. But many people have used the term “Holy Grail” in marketing to reference a comprehensive and accurate measurement of advertising's affect on branding and sales. Procter & Gamble Marketing Chief Jim Stengel talks about the quest for measurement to understand the impact of advertising on purchase intent and sales (4As Keynote, 2004). Author Ken Varga used the term...