How marketers can achieve true advertising effectiveness
Marketing Effectiveness
This article is part of a series of articles on marketing effectiveness. Read more.
Successful advertising has news value, a reason to purchase, prominent brand recognition, is based on sound strategy with the right choice and weight of media to fit the campaign objectives, is pretested and amended without creative egos, and is long-term in horizon.
For almost two decades now, a growing share of consumer-goods media spending has shifted away from traditional advertising media such as television, radio, print and outdoor. The proliferation of...