April 6, 2009 10:06 AM
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Easy to Measure Doesn't Mean Best Results | BTalk Australia
(15min 09) When times get tough some CFOs cut back on marketing spend without assuming a subsequent drop in sales. Marketers are pushed to be accountable, perhaps based on a preconception that they waste money in good times. Sometimes they are forced into spending money on media that is easiest to measure.
In today's BTalk Australia Phil Dobbie talks to Mark Crowe, chief executive of the Australian Marketing Institute, who says your strategy should dictate which media you use, based on evidence gathered over time.
How has your marketing approach changed during this economic downturn? Add comments in the Talkback section at the end of this post.
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