Most marketers in the US and Western Europe are still looking to financial metrics when assessing their campaigns, a new survey has found.
As reported in more detail by Geoffrey Precourt, Warc's US Editor, a poll of nearly 200 senior executives revealed that net profit and sales levels are among the measurement tools marketers see as being the most useful.
No doubt these have an important place, but it is also highly apparent that efforts by researchers to show that communications drive a whole range of other responses among consumers have not yet taken root.
Until this happens, investment in advertising is always likely to come under pressure during periods of financial stress, despite the fact numerous studies have revealed this to be a sub-optimal strategy.
