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...

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