How to make media investments accountable

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms that will satisfy the CFO or Financial Director.

How to Make Media Investments Accountable

Mike Campbell and James BaylissNinah Consulting

Measurement and accountability of media activity is on the agenda in boardrooms and agencies alike, but what should we be measuring? The cleanest measure is to evaluate the sales impact of the marketing campaign, but it is easy to think of markets where this presents big challenges.

For example: you are building an electrical goods brand. You choose to advertise the product that makes the strongest testimonial for the brand values. You do not expect to see the payback solely on the product you choose...

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