Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Payback and Remuneration
Les Binet, DDB Matrix & Peter Field, Marketing Consultant
Contents
- Executive Summary, Introduction, Conclusions and References
- Briefing
- Budget Setting
- Communications Strategy
- Media Strategy
- Measurement
- Payback and Remuneration
The calculation of payback is a fraught but vital area of evaluation. Indeed (in the case of for-profit firms at least) one can argue that payback is the ultimate measure of effectiveness. It is widely argued that expenditure on communications should be thought of as a kind of investment. When...