Anatomy of effectiveness: A white paper by WARC Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be. Brand equity & strength Brand identity & image Emotion Personalisation Direct to consumer Recall & recognition Brand growth Creativity & effectiveness Effectiveness studies Long-term vs short-term effectiveness Measuring ROI Marketing budgets Media & communications budgets Channel planning, media mix selection Reach and frequency, recency
