How NOT to evaluate your marketing communications

Here is an interesting article that describes how not to evaluate your marketing communications. I think this is timely as many business owners are planning or adjusting their marketing plans for 2009.

I especially call your attention to item #8, The Rosser Reeves Fallacy. In my opinion, there is too much confusion over cause and effect. Just because people are more aware of your brand does not mean they prefer it. In fact, the opposite might be true. It might be those who are already loyal to your brand who are the ones more aware of your marketing communications simply because they preferentially "hear" your messages to reinforce their establish habit or purchasing decision.

Let me know what you think.