Accountability (why and how advertising works); relative, instead of absolute, measures of effects; relationships to media; the relationship to marketing at large; how research can support the...

Accountability (why and how advertising works); relative, instead of absolute, measures of effects; relationships to media; the relationship to marketing at large; how research can support the creative function; the importance of context for understanding practices; recognizing and understanding how consumers affect “advertising effects”; and we could add outcomes.