Profit Ability: The business case for advertising
This article is part of a special report on the business case for advertising. Read more.
Foreword, by Patrick Barwise, London Business School
Maximising the net present value of advertising
Today's CEOs and CFOs know that brands are important, supporting short- and long-term sales and margins. They're even willing to be paid less to work for a company with strong brands, because of the resulting reputational benefits. They understand that brands are built on customers' end-to-end experience of, and word-of-mouth recommendations about, buying and consuming the company's products, reinforced by advertising.