A blog to complement the Web site of the Public Relations Association of Mississippi-Central Chapter Web site at www.pramcentral.org.

Tuesday, June 14, 2005

Boosting returns on marketing investment

The golden age of advertising is over, so marketers must now work harder to reach buyers. Distracted consumers and the proliferation of media and distribution channels are also undermining the traditional approach: set objectives, develop messaging, and measure results. While some marketers have responded by turning to quantitative solutions such as marketing-mix models, today's challenges call for more.

Read the full article in the McKinsey Quarterly (free registration required).


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