Sam Walton's famous insight into advertising (paraphrase)--"...maybe 50% of advertising is effective; if only one could figure out which half of the advertising really worked..."
Ok, a bit dated perhaps--as there are now a number of measurement tools that can actually determine the effectiveness of certain types of advertsing...dedicated 800#'s tied to specific print and TV placements, and the internet clearly provides tools to follow a shopper directly from an ad into a shopping cart...But lets face it, the bulk of most advertising spends are directed to wide-net extended reach 'channels' (traditional network TV and print ads)--the effectiveness is hard to track, but are justified because a marketer exec can say to his boss ''Hey--our ad reached 20 million viewers yesterday".. Yeah..maybe some of them are even gauging the impact by reviewing real-time sales data and noticing whether those ads had any real impact..but lets face it...there's a trend taking place..and its about time...and its about place. I've said this before..and Aribtron's latest study, published on Friday, says it all.. "nearly a third of shoppers reported making an unplanned purchase after seeing a product advertised on a retail digital signage network." In-store and place-based advertising makes dollars and sense because the message is being delivered at a single moment in time when the consumer is most responsive, most impacted, and most likely to make a purchase decision...
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