Dagmar, Defining Advertising Goals for Measured Advertising Results: Defining Advertising Goals for Measuring Advertising Results

One of the biggest problems I run across as a Marketing Communications Manager is how people define their marketing and advertising goals. Often they mix marketing and advertising objectives and strategies. This book not only helps clarify these but gives excellent examples. In addition, it shows why setting specific goals is paramount to your success. How many times have you received a brief from marketing with the goal of increasing sales? Or decreasing churn? This book will help you prove your successes (and failures).