Many planners are concerned with effectiveness. But should this be a core issue of the planning department? 

Most people agree that measurement and accountability is important. In the end, advertising is about delivering business results in some way.

The problem then is that the marketing and brand building business is a rather complex system. It’s not simply a matter of correlating advertising to sales (unless you’re entering an effectiveness award). Factors such as branding, product portfolios, design, competitor moves, market/category trends, etc. have to be taken into account to get the full picture. 

It then goes without saying that this is a full-time task that should be owned by the client marketing department – at least if you want to do it by the book. Planners can help in the effectiveness process, but should not own it.