The media: helping us to understand effectiveness

Andrew Ingram and Jim Berry of the Radio Advertising Bureau report on research that analyses effectiveness across the spectrum, from awareness to sales.

The Media: Helping Us To Understand Effectiveness

Andrew IngramandJim BerryRadio Advertising Bureau

 

Press reports such as those produced by the advertising association (AA) and the institute of practitioners in advertising's (IPA) quarterly Bellwether Report have repeated for some months that UK advertising and marketing budgets are being tightened. Reports of general economic uncertainty from the City and the wider economy, citing job cuts and diminishing investor returns, only serve to add to the general economic insecurity. In this light, it is more important than ever for advertisers to ensure that their marketing budgets are working as...

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