Advertising’s greatest hits: profitability and brand value

Using the experience of measuring advertising payback accumulated at Data2Decisions, Paul Dyson and Karl Weaver discuss the ten factors that have the biggest impact on advertising profitability, in order, in the short-term.

Advertising's Greatest Hits: Profitability and Brand Value

Paul Dyson and Karl Weaver

There are many theories about how advertising works – from immediate 'new news' call-to-action-type advertising, to the more subliminal 'low involvement processing'...