Marketers Who Measure the Wrong Thing Get Faulty Answers

@article{Briggs2006MarketersWM,
  title={Marketers Who Measure the Wrong Thing Get Faulty Answers},
  author={R. Briggs},
  journal={Journal of Advertising Research},
  year={2006},
  volume={46},
  pages={462 - 468}
}
  • R. Briggs
  • Published 2006
  • Economics
  • Journal of Advertising Research
  • ABSTRACT The purpose of this article is to address why older advertising measurement systems (based on outdated theories of how consumers process information) are specifically leading to some marketers getting faulty answers that may undermine marketing return on investment (ROI). The article draws heavily on the book What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds (Rex Briggs and Greg Stuart, published by Kaplan in 2006) to provide data and insight underscoring the… CONTINUE READING
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