How a “small-budget fallacy” is damaging marketing effectiveness for many campaigns

A “small-budget fallacy” is encouraging marketers with limited resources to ignore the main drivers of effectiveness when formulating their strategies.

Some marketers are responding to budget declines by ignoring the core principle of effectiveness – and, as a result, increasing the likelihood of deeper cuts in the future.

Financial data, in fact, proves that brand custodians tasked with driving growth...