Marketing Financial Accountability

D. Mike Pennington

Describes how Mentor Automotive, Inc., plans and measures its advertising and achieves accountability.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands