Measuring the effectiveness of integrated marketing

David Iddiols

David Iddiols, senior partner at HPI, describes how ‘Superglue’ – a research tool that evaluates campaigns and other influences that shape brand perceptions – works.

Measuring the effectiveness of integrated marketing

David Iddiols HPI Research Group

Creative signed off, media selected, and you have even ensured a 'skewer through the kebab' with some clever campaign-integration device. 'Should be good', you tell yourself, while at the same time doubt niggles. We all know the adage about half your advertising spend being good but not knowing which half. We all know that happy is a bumpy road.

This article is about Superglue a research tool that meaningfully evaluates campaigns and the role they play vis--vis other influences in shaping brand perceptions. It can be used...

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