M4
Foundation module
The Effectiveness Crisis
10 lectures1× LAW · 6× FRAMEWORK · 1× HEURISTIC · 2× META — what do these labels mean?
M4 · The productive tension
Short-term accountabilityandlong-term brand investment.
Binet & Field · IPA data · Nelson-Field · Hanssens
Lectures
10 lectures
0 of 10 · 0%
- M4-01How Do We Know Effectiveness Is Declining? — A Meta-Opening2 SPTake the quiz →
- M4-02The Evidence — IPA Databank Trends Since 20062 SPTake the quiz →
- M4-03What We Actually Know — Empirical Generalizations About Advertising Effects2 SPTake the quiz →
- M4-0460/40 Revisited — Median, Not Law2 SPTake the quiz →
- M4-05Attribution's Broken Promises — Versus Econometrics2 SPTake the quiz →
- M4-06Creative Quality as Effectiveness Multiplier — The Evidence2 SPTake the quiz →
- M4-07Procurement, Zero-Based Budgeting and the Erosion of Marketing Budgets2 SPTake the quiz →
- M4-08The Short-Term Incentive Machine — Bonuses, Tenure and the Quarterly Regime2 SPTake the quiz →
- M4-09Dashboards — Accelerator and Trap2 SPTake the quiz →
- M4-10Rebuilding the Effectiveness Culture — What a CMO Does Tomorrow (Capstone)2 SPTake the quiz →
Quizzes
10 quizzes
A short quiz per lecture to test your grasp of the material.
- M4-01How Do We Know Effectiveness Is Declining? — A Meta-OpeningTake the quiz →
- M4-02The Evidence — IPA Databank Trends Since 2006Take the quiz →
- M4-03What We Actually Know — Empirical Generalizations About Advertising EffectsTake the quiz →
- M4-0460/40 Revisited — Median, Not LawTake the quiz →
- M4-05Attribution's Broken Promises — Versus EconometricsTake the quiz →
- M4-06Creative Quality as Effectiveness Multiplier — The EvidenceTake the quiz →
- M4-07Procurement, Zero-Based Budgeting and the Erosion of Marketing BudgetsTake the quiz →
- M4-08The Short-Term Incentive Machine — Bonuses, Tenure and the Quarterly RegimeTake the quiz →
- M4-09Dashboards — Accelerator and TrapTake the quiz →
- M4-10Rebuilding the Effectiveness Culture — What a CMO Does Tomorrow (Capstone)Take the quiz →
Concepts
Active recall beats rereading: retrieve the definition from memory first, then flip the card.
Case studies
1 case studies
Integrative cases where the module's concepts meet a single brand or situation.