TITLE

Unravel the mini-mysteries surrounding effectiveness

AUTHOR(S)
Mitchell, Alan
PUB. DATE
July 2009
SOURCE
Marketing (00253650);7/8/2009, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The author discusses his views about effective marketing. The campaign of many companies for measurability and accountability has led them into a dead end. The Mad Sheep Rage acronym lists mysteries associated with the different ways in which marketing and advertising can affect target audiences. Attempt to measure marketing effectiveness without disentangling first its consumer impacts is a recipe for confusion.
ACCESSION #
43442720

 

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