"It's a little bit like nailing Jello to the wall."

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What do you do when your boss asks "what did we get for our marketing dollars"? If you follow Bud Hanson's advice, you'll have a good answer. Bud says measuring results is tough because the mediums are changing faster than the ways to measure them. But you can be successful if you plan ahead. Bud shows us how.

Bud speaks at 1:45 P.M. on November 3, 2005 at the MN-AMA Fall Conference.
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