How marketers negotiate the gap between marketing and ad effectiveness
Should marketers take greater accountability when it comes to clearly conveying the difference between marketing and advertising effectiveness to the wider business?
Understanding the difference between marketing and advertising effectiveness is a pertinent topic within business. For some marketers the dividing line is clear. While advertising effectiveness covers the ‘promotion’ element of the 4Ps, marketing effectiveness is the measurement of the overall marketing plan, including advertising. For others, the definition becomes more blurred.
“If we’re doing marketing properly it shouldn’t even be a topic,” argues Alex Murphy, former head of marketing at Admiral and marketing strategist.