Ad’s value must not be denied

Your recent news story “Cadbury questions need for ads” (MW May 29) seems to me to be much more an indictment of the marketing fraternity than of advertising itself.

Dominic Cadbury is president of the Chartered Institute of Marketing. If, with all its influence and training, it has not and does not instil in its members and the profession in general the need for “identifying the effectiveness of marketing” it only has itself to blame.

Of course one exaggerates when trying to make a point but certainly a lot of advertising is not “froth” and good marketing directors have the facts to prove it.

Almost any marketing director who wants the “evidence that marketing and sales expenditures are contributing (or not) to market share and volume” can have it. It is up to them to demand it and to commission the specialist analysis that can provide it.

We have been doing this successfully for many years, and perversely in the early Eighties we even showed Cadbury the success of its advertising.

Making decisions without this information can be costly. Cadbury believes “many brands don’t even need advertising”. Before deciding if a brand is one of the “many”, get the “hard data” or it could be a very expensive mistake for the shareholders.

Marion Baker

Sales and marketing director


London SE3

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here