The limits of accountability

Colin McDonald

This article re-examines what we actually mean by advertising accountability, citing a number of past and recent studies.

The limits of accountability

Colin McDonald

This article re-examines what we actually mean by advertising accountability, citing a wealth of past and very recent studies. It cannot mean simply showing sales growth. In mature markets (now the norm) advertising has quite other and far less easily demonstrated functions. These are often longer-term and/or invisible - eg to help maintain a dynamic market equilibrium. Its cost and effects are contrasted with promotions, whose costly but highly viable results are often the first recourse of the impatient. The proper role of pre-testing (diagnosis, not prediction) and tracking...

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