Implementing the ‘connect the dots’ approach to marketing communication

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 Targetbase


In 1998, Hayman and Schultz presented a concept at the Advertising Research Foundation...

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