THE effectiveness of advertising campaigns has become a much more important issue nowadays due to the pressure on marketing budgets and the tougher environment for achieving sales growth.

GroupM Malaysia, believed to be the countrys largest media agency group, fully realises this. It is therefore coming out with several insights products this year to ensure that its clients (the advertisers) spend their advertising ringgit in the most effective way.
Girish: ‘Engagement is as important as reach.’

Chief executive officer Girish Menon says it is important to differentiate between effectiveness and just numbers like reach and frequency, Engagement is as important as reach, he tells StarBizWeek.

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