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What appears to be a semantic difference between investment and cost masks a much deeper need for marketing to become more fluent in finance. Rather than reaching for the quick fix of a name change, marketers need to think about modelling the output of their activity in terms of risk in order to get serious with senior management.

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Nationwide, the UK building society, has recently launched a popular and high-profile branding campaign with actor Dominic West, but its marketing chief believes that senior leadership is not likely to see such activity as an investment, even if they do see marketing as effective for driving the business forward.
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Radio advertising boosts daily web sessions by 9%, according to new research from Radiocentre into its performance marketing capabilities.
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