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From the Back Cover
Today's marketing directors need to do more than determine how much should be spent on advertising. They need to justify the expenditure. Accountable Advertising gives everyone connected with the advertising budget - marketing directors, finance directors, chief executives, analysts, advertising agency account managers and planners - the tools they need to make properly informed decisions. This practical book describes a methodical approach to making advertising accountable and examines the whole process, including what advertising can do, best practice in campaigns, and descriptions of the methods analysts use to understand sales and other data. A wealth of examples based on realistic situations help to illuminate the process. Accountable Advertising is a major contribution to the management of advertising, bringing communication decisions up to the accountability level of other investments.
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Accountable Advertising: Handbook for Managers and Analysts
Published by
World Advertising Research Center, 1997
ISBN 10: 189931461X
ISBN 13: 9781899314614
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Accountable Advertising: Handbook for Managers and Analysts
Published by
World Advertising Research Center, 1997
ISBN 10: 189931461X
ISBN 13: 9781899314614
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