The So What from BCG cover image

How Marketing Can Change Your Mind

The So What from BCG

CHAPTER

Measuring Marketing Effectiveness and Long-Term Investment

This chapter explores the significance of measuring marketing efforts and its impact on brand association. It discusses measuring first-fast response, brain responses, and modeling consumer response over time. Key takeaways for marketers are emphasized, including focusing on areas of expertise, targeted messaging for new customers, and consistent long-term investment.

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