Getting to the business case for advertising

The advertising industry has undergone rapid change over the past decade as the emergence of new forms of advertising in digital and changes in consumer behaviour have led to growing competition for investment.
That has led to huge debate around how effective advertising now is, as well as which media should be attracting marketers’ attention and budgets. The likes of Google and Facebook have won over many with their plethora of data and claims of reach and targeting. But there are still m