A Line in the Sand

This meta-analysis from 2015 provided a ‘line in the sand’ for the Irish marketing /media community to help build up a book of evidence about the power and value of advertising in Ireland.  This meta-analysis of 106 case studies demonstrated a relationship between investment in advertising and increases in value market share. Value market share is a powerful metric to demonstrate the commercial return of advertising and it can be a strong metric that can be understood by CEO’s and CFO’s.