ABSTRACT
The importance of being able to demonstrate that the marketing communications budget is not being wasted is covered here, suggesting ways to measure effectiveness ensuring marketing spend is contributing to bottom line. One author, Roddy Mullin, has spent time with clients devising ways to measure the effectiveness of marketing communications because of difficulty of relating it to ROI in the short term. The problem is that there is a time lapse, particularly with B2B campaigns, because of human psyche. Measurement was for many years scorned particularly by advertisers who felt it was better to spend what might have been spent measuring on more advertising. Many companies use second-remove measures to divine success in activity. The problem with associated change that is not financial is well illustrated in The Rosser Reeves Fallacy. Today, that audience is spread increasingly wide and thin, and fact that an audience is present on a media platform does not necessarily mean that advertising there is effective.
