Campaign Evaluation - How do we measure performance?

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.

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'...