RT Journal Article
SR Electronic
T1 How to Fill the Accountability Gap in Demand Creation
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 255
OP 261
DO 10.1017/S0021849904040310
VO 44
IS 3
A1 Eric Einhorn
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/3/255.abstract
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.