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It is axiomatic in advertising that if your ad isn’t noticed or remembered, you’re wasting your money. Simply put, consumers can’t buy your brand if they don’t notice or remember your ad. Thus, “breakthrough,” or how well consumers remember your ad, is THE foundational metric for in-market advertising effectiveness.
Read MoreShow me the Money! This memorable line from the 1996 movie Jerry Maguire might just as well be coming from today’s CEO’s and CFO’s: a growing and vocal demand for accountability from the Marketing function.
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