How to track through-the-line campaigns

Neil Coburn, TRBI, believes that many brands are still using campaign tracking methods devised when spot, terrestrial TV advertising was the dominant medium and other activity was seen as tactical.

how to track throughTheLine campaigns

Neil CoburnTRBI

In the April issue of Admap, my colleagues discussed the changing face of brand relationships (1) which, having moved from USP (Unique Selling Proposition) through to ESP (Emotional Selling Proposition),...