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The Anatomy of Effectiveness: 2022 Updated Edition

Draws new thinking together to present the key building blocks of effective ad investment, explored through the five key priorities for marketers from the original report.
  • Brand equity & strength
  • Brand identity & image
  • Brand purpose
  • Marketing to B2B audiences
  • Emotion
  • Diversity & portrayal in advertising
  • Humour & jokes
  • Personalisation
  • Data protection & privacy
  • Data-driven marketing
  • Direct to consumer
  • E-commerce & mobile retail
  • Brand growth
  • Creativity & effectiveness
  • Effectiveness studies
  • Long-term vs short-term effectiveness
  • Measuring ROI
  • MMM & attribution
  • Customer experience
  • Marketing in a recession
  • Marketing budgets
  • Media & communications budgets
  • Digital media effectiveness
  • Cross-media & multimedia effects
  • Reach and frequency, recency
  • Account planning, strategic planning
  • Diverse hiring practices
  • Attention
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