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 that represented the restaurant owners and franchisees. As each restaurant contributed a percentage of sales to fund the advertising, the ad agency and the marketing director regularly met with this group to 'sell in' the advertising.
These meetings were often tense events for both the agency and the marketing director. Both parties were responsible for developing the marketing communication plans and advertising work....