The question of how we measure advertising success is not new.Whether it is about an immediate response, building long-term brand measures, or somewhere in-between, is an age-old debate. Right now the trend is toward short-term behavioural response as the key measure of success for advertising. This is not just because of digital innovation. Sales promotion […] Read more
Advertising is most successful when it is designed to achieve a specific task, but the battle of media belief systems often undermines ad effectiveness. To get the most from media budgets, advertisers must align media strategies around their advertising goals, says John Svendsen. The four silos of media planning The differing media camps can be […] Read more
