Chapter 5
Managing means measuring
LEARNING OBJECTIVES
This chapter is intended to help you:
Understand the key areas of advertising measurement.
Understand message and creative measurement.
Understand tracking perception and reputation.
Understand how to develop return on investment.
Understand media measurement and impact.
If you can’t measure it, you can’t manage it. This saying has been attributed to Peter Drucker, a prominent management thought leader. Mr. Drucker published extensively in the area of management productivity and organizational efficiency. No matter what the topic, Mr. Drucker’s first step was to determine how best to measure the process. Otherwise, how would you know if you are successful?
An advertising ...
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