The Media: Helping Us To Understand Effectiveness
Andrew IngramandJim BerryRadio Advertising Bureau
Press reports such as those produced by the advertising association (AA) and the institute of practitioners in advertising's (IPA) quarterly Bellwether Report have repeated for some months that UK advertising and marketing budgets are being tightened. Reports of general economic uncertainty from the City and the wider economy, citing job cuts and diminishing investor returns, only serve to add to the general economic insecurity. In this light, it is more important than ever for advertisers to ensure that their marketing budgets are working as...