Measuring the effectiveness of integrated marketing

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,...