Attention and effectiveness: Why one makes a difference to the other

In their latest report on advertising effectiveness, ‘Attention and effectiveness: To ESOV and beyond Part II’, Robert Brittain and Peter Field examine ESOV or extra strength of voice, and how media platform selection can either amplify or undermine creative strength.

CMOs globally face the key challenge of growing brand value and loyalty amid high inflation and the possibility of an economic rough patch. The cost of capital has increased and coupled with the uncertain economic environment, business investment is moving away from areas where risk is perceived to be higher. Simply put, boards are more likely to invest in areas where the return is more easily understood.

Advertising is an investment. However, understanding of its return is often patchy among boards, putting advertising budgets at risk. The onus is on CMOs to be clear about what will make the return...

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