Measuring marketing communications: concentrate on outcomes, not outputs
Antony Young and Lucy Aitken
This article argues that some marketing organisations become too obsessed with metrics such as brand awareness or `brand equity', to the point where they lose sight of the main objective, to achieve sales and profit (or ROI).
Measuring marketing communications: concentrate on outcomes, not outputs
Antony YoungOptimedia US and ZenithOptimedia UK
Lucy AitkenFreelance Writer
An agency colleague told us a story about meeting with the KFC franchise marketing board – a group...
