Campaign Evaluation - Measuring Advertising Performance
Roderick White
In this introduction to Admap's report on Campaign Evaluation, Roderick White outlines the problems facing the marketing man when confronting his CFO with the case for marketing communications' financial contribution to the business. He discusses the three key issues - establishing true ROI, and disentangling short term and long term effects.
Other articles featured in this Admap February 2006 report on Measuring Advertising Performance:
| Rex Briggs, Marketing Evolution |
| Arie den Boon, Daphne Communications |
| Paul... |