|Agency: Fallon||Author: Nicola Crumpton, Nicole Rocheleau|
Flowers and Plants Association
How not saying it with flowers grew a generic market on a limited spend
measure or not to measure, that is a central question for clients and agencies
looking to create advertising campaigns on budgets under 500,000.
this situation, agencies and clients are faced with a doubleedged sword. The
paramount question is: What will give the client a better return on their
investment? To spend money on measurement, where it's questionable if there
will be any noticeable effect, or would it be more prudent to dedicate that
money to media and perhaps sacrifice accountability and understanding effect?