There’s a scary Giant hiding in your closet.

It imposes hidden costs that, when accounted for, transform your claim that advertising is adding business profits. Short-term, long-term. The scary Giant changes your OMG! to omg?

There’s an incredible return from investing time and love in identifying your Giant costs. Ex: Identifying non-working media costs , by calculating them for the core and sub-components.

There is only one other thing more important in Advertising (incrementality).

[Note: Newsletter Premium Subscribers: If you can’t locate TMAI #437: Compute Non-Working Media Costs and TMAI #411: Proving Marketing’s Incrementality , just hit reply.…