Mark Ritson: Marketers are clueless about media effectiveness – here’s the proof

Being sent new research or industry reports is a common experience for columnists. I’ve been writing for Marketing Week for a long time and rarely does a fortnight pass without an approach from an entirely delightful PR person or corporate marketer wanting to share the results of the latest wah-wah about blah-blah arriving at my door.
I always have a little sniff: who knows what has been uncovered and even if the sample is too small or the method highly incredulous, it always gives you an