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 handbook describes a methodical approach to making advertising accountable. It examines the whole process from understanding what accountability means, what advertising can do, best practice in campaign evaluation, to a description of the methods analysts use to understand sales and other data. A wealth of examples based on realistic situations help to illuminate the process.
FOR PAS MEMBERS: £26.10 + p&p
For Non-Members: £29.00 + p&p