"As advertising expenditure is put more under the microscope by finance and buying departments, it is essential that marketing people offer tangible proof of its effectiveness. This book sets down valuable guidance as to the best way of establishing such accountability."
John Hooper, Director General, ISBA
"Simon Broadbent takes an authoritative, step-by-step approach to accountability. He is highly readable yet very rigorous with an uncompromising focus on advertising's effect on sales and profitability."
Nick Phillips, Director General, IPA
"A disciplined process"
Patrick Barwise, London Business School
"Actionable assistance"
Chris Priest, Marketing Manager, Kraft Jacobs Suchard
"Magnificently down-to-earth"
Stephen King
Today's marketing directors need to do more than determine how much should be spent on advertising. They need to justify the expenditure.
Accountable Advertising gives everyone connected with the advertising budget – marketing directors, finance directors, chief executives, analysts, advertising agency account managers and planners – the tools they need to make properly informed decisions.
This practical handbook describes a methodical approach to making advertising accountable. It examines the whole process from understanding what accountability means, what advertising can do, best practice in campaign evaluation, to a description of the methods analysts use to understand sales and other data. A wealth of examples based on realistic situations help to illuminate the process.
