Implementing the ‘connect the dots’ approach to marketing communication
Scott Bailey, Bill Cole and Don E Schultz
Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations.
Implementing The 'Connect
The Dots' Approach To Marketing Communication
Don E. Schultz
Northwestern UniversityBill Cole
TargetbaseScott Bailey
TargetbaseINTRODUCTION
In 1998, Hayman and Schultz presented a concept
at the Advertising Research Foundation...
