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What reach does marketing really have? In the murky waters of cause and effect marketers have to figure out where to put their resources and what impact they can make on consumers. In this episode of All Else Equal: Making Better Decisions, hosts and finance professors Jonathan Berk and Jules van Binsbergen talk about how to measure the impact advertising has, and how not to measure it. They then discuss with Florian Zettelmeyer (the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University) about why measuring the effects of marketing is so tricky, some mistakes that have been made in past attempts, and how to avoid them.

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