CHAPTER13
Brand and Advertising Measurement and the Explosion of Digital Media
The well-known adage of “I know half of my advertising is working but I am not sure which half” still rings true for many companies when it comes to traditional advertising. TV advertising is a multibillion dollar business and will continue to be, even with the increasing penetration of watching shows on a variety of platforms; however, it is shocking that big brands aren’t more scientific about their spend so they can make more informed marketing mix decisions given ...
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