How Do We Know Advertising Works?

How do we know advertising works?

Well, I think that the return on the investment is something that the clients are, that's the thing I am most concerned about. Obviously because they are spending a lot of money to advertise to the right audiences. Now the package good clients, the clients that have a universal messages and that are mass marketed and appeal to mass audiences, they have a pretty effective way of measuring the effectiveness of their commercials. The big question there is do we start creating commercials that will test well, and not commercials that are bright and clever and engage the consumer and then the really good creative people are the ones who can do both.

It's very hard to test a branding commercial. Commercials that are not selling a specific service or product, that are just trying to enhance a brand because there is no way but we do have ways of measuring a brands success. You know we -- there is tons and tons of marketing companies that do these tracking studies so that we know where there a brand -- where a brand lies in the minds of the consumer. So there is always ways of measuring things and the clients who are spending so much money on their messaging, are not going to spend money if they are not relatively sure that the messaging they are using is effective and is reaching their goal.

So I don't know how anybody could think that advertising is not measurable. The bane of our existence as creative people is that it's constantly being measured and we are rewarded based on our ability to reach these consumers and motivate them and change their behavior and make the brand their brand and make the products their products. So that's what the business is about. That's what the whole business is about is measuring the effectiveness of our ideas.


Transcription by: Scribe4you Transcription Services