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In our post-COVID world, many marketers are cutting marketing and media investment. This is putting an increased emphasis on campaign effectiveness and profitable returns to ensure brands extract the most possible value from every Krone, EURO or $ spent. There are many factors which can be used to improve advertising returns, but the advertising multipliers that really matter are not those being prioritised by marketers. This presentation reviews published econometric evidence, and then contrasts the hierarchy with results of a new survey of global marketers
Webinaret er på engelsk
Duncan Southgate, Global Brand Director, Media -Insight Division at Kantar