Allex_Chp18

Reasons to Not Measure Effectiveness

It seems obvious that it makes sense to measure effectiveness, in certain instances, it is not done. Advertisers know of the importance of measuring effectiveness, some do not or if they do, they are not confident of the results. Companies give a number of reasons for not measuring the effectiveness of advertising and promotion strategies. These can include: cost, research problems, disagreement on what to test, the objections of creative, and time.

https://hbr.org/2010/11/our-ineffectiveness-at-measuri.html