What Segal, Zelt and other Canadian officials underscore is that their government-run system is driven by the valueof the care and that the quantityof tests and procedures don't necessarily equal quality.
The fact that a 21 percent increase in the valueof the Yuan was met with a 38.7 percent increase in import value means that the quantityof Chinese imports demanded increased by nearly 15 percent after the price change.
Monetarists are willfully blind to the latter reality, and presume that money of indeterminate and volatile value (and rising quantity) actually boosts economic activity.
Today our Brand Impact Evaluator and Commercial Value Calculator are far more robust, taking into account not only the quantity, but also the quality of time the brand is in the mind of the consumer (not just on the air), as well as the subtle, and not so subtle, ways true marketers squeeze value out of every dollar they spend.