Marketing Financial Accountability
Measuring the effectiveness of advertising
D. Mike PenningtonMentor Automotive, Inc.
Measuring the effectiveness of advertising remains the key question in many communicator's minds, particularly for those in business-to-business environments.
The allocation of finite budgets for advertising programs rightfully must be justified, and in all likelihood, this will revolve around the 'so what' of the program. In other words, what is this program or campaign going to achieve for the company and the specific business unit?
At Mentor, the two-fold objective is to create awareness of our company and new name in the heavy commercial truck markets...