When measuring the effectiveness of media channels, one size does not fit all

Cary Tilds

Discusses why brands should tease apart media efficiency from media effectiveness, taking into account that different channels can have vastly different capabilities.

This article is part of the March 2023 Spotlight US series, " It's time to talk about marketing effectiveness” Read more

“Half my advertising spend is wasted; the trouble is, I don’t know which half.” This quote is regularly attributed to US retail magnate...

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