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| Tekijä: | Briggs, R. |
| Otsikko: | Marketers who measure the wrong thing get faulty answers |
| Lehti: | Journal of Advertising Research
2006 : DEC, VOL. 46:4, p. 462-468 |
| Asiasana: | advertising measurement return on investment |
| Kieli: | eng |
| Tiivistelmä: | The article attempts to address why older advertising measurement systems are specifically leading to some marketers getting faulty answers. The paper uses the data from the book What sticks: Why most advertising fails and how to guarantee your succeeds. Thanks to advances in neuroscience we have a better understanding of how advertising is processed, and there is a practical way of measuring advertising effectiveness, which in turn increases overall marketing ROI. |
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