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Focus: Ad metrics - The conflict between accountability and effectiveness - Which metrics are key? New case study analysis shows focus on 'hard' measures is the key to success.
Binet, Les; Field, Peter - In: ADMAP : for decisionmakers in advertising, marketing, … (2007), pp. 22-24
Persistent link: https://www.econbiz.de/10007748158
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Viewpoint - Measuring the right things
Binet, Les; Field, Peter - In: International journal of market research : JMRS ; the … 49 (2007) 5, pp. 545
Persistent link: https://www.econbiz.de/10007871346
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Focus: Marketing accountability in recession - Stress on accountability can be risky in a recession - The measures many brands take in a downturn, such as cutting prices and TV ads, do more harm than good.
Binet, Les; Field, Peter - In: ADMAP : for decisionmakers in advertising, marketing, … (2009), pp. 16-19
Persistent link: https://www.econbiz.de/10008261605
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Empirical Generalizations about Advertising Campaign Success
Binet, Les; Field, Peter - In: Journal of advertising research 49 (2009) 2, pp. 130-133
Persistent link: https://www.econbiz.de/10008273051
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Measuring advertising performance - CAMPAIGN EVALUATION - Fifteen ways NOT to evaluate your communications - How do you know your campaign measures are correct? Start off by ruling out these common mistakes.
Binet, Les - In: ADMAP : for decisionmakers in advertising, marketing, … 41 (2006) 2, pp. 32-34
Persistent link: https://www.econbiz.de/10006748136
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Mythbuster: Take a wider digital view
Binet, Les; Carter, Sarah - In: ADMAP : for decisionmakers in advertising, marketing, … (2011), pp. 8-8
Persistent link: https://www.econbiz.de/10009799714
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Mythbuster: Brand segmentation
Binet, Les; Carter, Sarah - In: ADMAP : for decisionmakers in advertising, marketing, … (2010), pp. 8-8
Persistent link: https://www.econbiz.de/10008711977
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Mythbuster: Don't believe all the stats
Binet, Les; Carter, Sarah - In: ADMAP : for decisionmakers in advertising, marketing, … (2011), pp. 8-8
Persistent link: https://www.econbiz.de/10009342521
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Mythbuster: Count the real costs
Binet, Les; Carter, Sarah - In: ADMAP : for decisionmakers in advertising, marketing, … (2012), pp. 8-8
Persistent link: https://www.econbiz.de/10009846215
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Mythbuster: The spurious authority of numbers
Binet, Les; Carter, Sarah - In: ADMAP : for decisionmakers in advertising, marketing, … (2013), pp. 8-9
Persistent link: https://www.econbiz.de/10010116776