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M4

Foundation module

The Effectiveness Crisis

10 lectures
SYNTHESIS

M4 · The productive tension

Short-term accountabilityandlong-term brand investment.

Primary sources

Binet & Field · IPA data · Nelson-Field · Hanssens

Lectures

10 lectures

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  1. M4-01How Do We Know Effectiveness Is Declining? — A Meta-Opening~10 min2 SPTake the quiz →
  2. M4-02The Evidence — IPA Databank Trends Since 2006~10 min2 SPTake the quiz →
  3. M4-03What We Actually Know — Empirical Generalizations About Advertising Effects~9 min2 SPTake the quiz →
  4. M4-0460/40 Revisited — Median, Not Law~9 min2 SPTake the quiz →
  5. M4-05Attribution's Broken Promises — Versus Econometrics~8 min2 SPTake the quiz →
  6. M4-06Creative Quality as Effectiveness Multiplier — The Evidence~11 min2 SPTake the quiz →
  7. M4-07Procurement, Zero-Based Budgeting and the Erosion of Marketing Budgets~11 min2 SPTake the quiz →
  8. M4-08The Short-Term Incentive Machine — Bonuses, Tenure and the Quarterly Regime~11 min2 SPTake the quiz →
  9. M4-09Dashboards — Accelerator and Trap~10 min2 SPTake the quiz →
  10. M4-10Rebuilding the Effectiveness Culture — What a CMO Does Tomorrow (Capstone)~9 min2 SPTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 35 →

Case studies

1 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. Strategische casus (type 6) — effectiviteitsgovernance onder budget- en tenuredrukThe 90-Day Effectiveness Mandate: A New CMO Inherits the CrisisRead the case →
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