Are our Ways of Evaluating Advertising too Restrictive?

This paper argues that some ways of evaluating advertising undervalue its contribution to the bottom line, and forget the fact that manufacturers advertise to protect or improve the long run cash flow that a brand produces.

Are our Ways of Evaluating Advertising too Restrictive?

Simon BroadbentLeo Burnett

This paper argues that some ways of evaluating advertising – though currently popular and apparently scientific – undervalue its contribution to the bottom...