The pursuit of effectiveness

This article is based on the authors' book 'Marketing in the Era of Accountability', in which they analysed 880 advertising case studies from the IPA Awards dataBANK to determine common aspects of effectiveness.

The pursuit of effectiveness

Les BinetDDB Matrix

  Peter FieldConsultant 

Some opinion on measuring marketing effectiveness, of course, is extremely valuable and has done much to move marketing forward, but some of it is, well, less so. But because until now there has been little by way of codified learning to help us all discriminate between the valuable and the fallible, we have remained at the mercy of opinion. Small wonder then, that an army of management consultants and market research companies are able to impose their own models, however bizarre, upon the marketing world.


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