Is your advertising working? A Guide to Evaluating Campaign Performance
Colin McDonaldInternational Journal of Advertising
WHY DOES IT STILL SEEM SO DIFFICULT TO EVALUATE ADVERTISING RESULTS?
The short answer is because it is a problem with many faces. Different constituencies, with different interests, approach the question from their own perspectives: accountants and finance directors, CEOs and shareholders, marketers and agencies, media. Not only does each of these groups have its own agenda, but the answers they need are themselves multiple and overlapping. None of them can be satisfied by a single set of figures on one sheet of paper....