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...