Article at a glance:
The golden age of advertising is over, so marketers must now work harder to reach buyers. Distracted consumers and the proliferation of media and distribution channels are also undermining the traditional approach: set objectives, develop messaging, and measure results. While some marketers have responded by turning to quantitative solutions such as marketing-mix models, today's challenges call for more.
The take-away
Senior executives should treat marketing as the investment it really is by managing risk more carefully and tracking returns more completely.
This article includes the following exhibits:
- Exhibit 1: Media consumption and multitasking among US teens
- Exhibit 2: Spending on TV advertising in the United States vs. number of viewers
- Exhibit 3: Critical levers for managing a marketing program