Reaching the connected consumer: Best practices in advertising effectiveness

The financial crisis, changes in the media landscape, and the shift in buying power − along with advertising dollars − from developed to developing markets are just a few of the factors that have caused large, global advertisers to think harder than ever about putting more discipline around the process of buying and tracking advertising expenditures.

In this report, we offer nine best practices for managing advertising, from refining media planning to collaborating with agency partners to creating metrics that provide a meaningful yardstick of advertising's success.