WARC x IPA EffWorks: Why relevance rules and the case for marketing as an investment
The WARC Podcast
Identifying the Levers of Communication for Growth
This chapter explores the results of a study analyzing six years of data and using Ridge regression analysis to identify the five key levers of communication that drive growth: Ad Awareness, Brand Impression, Word of Mouth, Quality, and Value. It also discusses how these levers interact and vary in importance across different industries, with examples from the food and confectionery sectors.
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