Fifteen Ways NOT to Evaluate Your Communications
Les Binet
Measuring the effects of marketing communications is inherently hard. For most channels, there is no direct link between stimulus and response. Nor can one always see the effect by eye, because consumer behaviour is influenced by a multitude of other factors besides communication, many of which have bigger effects in the short term. Disentangling the effects of communication under real marketplace conditions can be like trying to find a needle in a haystack.
Good evaluation is possible, of course – the IPA Effectiveness Awards prove that. The IPA now has more...