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Advertising Campaign Effectiveness: Are You Getting the Story Wrong? (Part Two)

Advertising campaigns should be held accountable not only for generating short-term sales but also for building brands. To evaluate the effectiveness of advertising in building brands, most advertisers look to some sort of quantitative survey-based research. In recent years, a range of new methodologies have emerged that purport to provide this accountability – going beyond overall pre/post-change to drill down into the ‘lift’ achieved by individual ads.

Download our whitepaper to learn more about common other errors that lead to wrong conclusions about advertising effectiveness.

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