Financial Accountability In Advertising

Discusses the difficulty of attaching financial accountability to advertising effects (awareness, leads etc.).

Financial Accountability In Advertising

How to measure the success of your communications efforts

The PresidentThe Quest Business Agency, Inc.

In establishing and reporting financial accountability for marketing communications, one of the most perplexing challenges facing advertisers is the refusal of corporate financial management to accept traditional advertising currency' – customer awareness, impressions, leads. Creativity is still important: to stop readers, to arouse quick, relevant interest, to offer a solution or a benefit. But there is no established 'exchange rate' that directly converts improvements in awareness, image and preference into dollars and cents.

Historically, this conundrum has forced advertising managers...

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