Original research conducted with both UK and US advertisers on different attitudes to pre-testing and valuation by media has demonstrated that each medium should be of equal worth at the planning stage. Advertising pre-testing will not be appropriate for everyone.Campaign effectiveness can only be optimised with the best available advertisements for each medium, otherwise we can't make media work.
More empirical measurement and post-campaign evaluation is necessary. Tailormade empirical measurements of the return on the advertising invest- ment go hand-in-hand with greater multimedia and advertiser-specific research. Short-term-ism has to be challenged, both in campaign planning and evaluation. It leads to poor decisions, compromised plans and damages brand equity. Short-term-ism can come from both the advertising agency - turn- ing a slow-burn brand into a fast buck, or from the company attempting to prop up bad results with quick sales. Of all the new media opportunities, interactivity is the one that goes further in the maze, involving the consumer and providing a feedback loop. The brand has never been important. Thinking about the worth of your brand values will help chart the way through the media maze.