PT  - JOURNAL ARTICLE
AU  - Einhorn, Eric
TI  - How to Fill the Accountability Gap in Demand Creation
AID  - 10.1017/S0021849904040310
DP  - 2004 Sep 01
TA  - Journal of Advertising Research
PG  - 255--261
VI  - 44
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/44/3/255.short
4100  - http://www.journalofadvertisingresearch.com/content/44/3/255.full
SO  - J Advert Res2004 Sep 01; 44
AB  - Accountability is management's new mantra. The challenge comes from the fact that currently each discipline within the marketing communications plan is measured differently, so there can be no composite scorecard. McCann introduces two models, based on seven Universal Marketing Drivers that assess how these drivers work in tandem, in a discipline-neutral manner. These models can help marketers assess the contributions of each of the diverse disciplines within a marketing communications plan and accurately allocate resources to best deliver strategic priorities.