Breaking Down Barbie’s 18-Month Marketing Strategy in 23 Minutes (#143)
Marketing Against The Grain
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Navigating the Intersection of Brand Impact and Direct Response Advertising
This chapter examines various models for assessing marketing effectiveness, such as multi-touch attribution and marketing mix models. It highlights the convergence of brand and direct response strategies while addressing the challenges posed by data privacy concerns and the need for optimal spending to enhance advertising ROI.
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