With brand equity and differentiation at all-time lows, many advertisers from multiple categories are on the defensive. Thanks to category trends and emerging consumer preferences, many brands can expect the threat of extinction to remain constant. But there is a big chance that the effectiveness of even endangered brands’ ads are being sold short in research and reporting. In her monthly column for The Drum, Communicus CEO Jeri Smith explains why marketers need look no further than advertising measurement to find out if your brand’s campaigns are doing better than you think.
How's Your Advertising Working?
