Advertising accountability: it’s bigger than ROI

Pat McGowan and David Meer, from Marakon Associates, argue that over-reliance on ROI (return on investment) analysis for advertising budget setting will lead to disappointments and missed opportunities.

Advertising accountability: it's bigger than ROI

Pat McGowan and David Meer

If you follow the business press, you will find no shortage of stories chronicling the demise of advertising: media have become fragmented, the internet is displacing television as...