Disparity in Advertising Effectiveness

This chapter discusses the article written by Mark Ritson about the differences in advertising effectiveness between American companies and other countries. They explore the concept of effective marketing work, the lack of understanding and language surrounding effectiveness principles in the US, and the need for change and improvement in the industry. They also touch on the importance of platform fit, the intersection between creative and media choice, and the revolution happening outside of the US in terms of practical marketing strategies.