How Marketers’ Financial Assumptions Miss the Mark

I recently read an article by a gentleman (article found here) named Charles Warner. Mr. Warner has held some significant marketing positions, has written a textbook on marketing, and now teaches at The New School in New York.

The article is a long conversation on how to show a potential purchaser of advertising space (in this case a supermarket chain purchasing ads on a radio station) the return on advertising investment.

It’s a detailed article, but it confuses revenue with earnings.

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