Accountability
Roderick White
The problem of achieving accountability and measuring effectiveness in advertising is not a new one. There are several reasons why it is hard to isolate effects attributable to the advertising, or to estimate the precise contribution of these effects to the bottom line. The primary requirement for any measurement is to be clear what the objectives of each part of a marketing programme are: this involves understanding what each activity can achieve for a brand. Objectives are most realistic if they are set at the level of consumer behaviour, and...