Re:What do we really know about the effectiveness of digital...
by dredmorbius on Wednesday November 06, 2019 @09:56PM
(#21469990)
The basic experiment can be varied to allow for that.
Specify a set of zones. Target different levels of advertising at these. Look at sales trends. Rinse, wash, repeat.
Note that major corporations often designate specific areas for product testing. The Chicago area, and Australia, see trial runs of McDonalds products and store concepts, as an example.
The fundamental concept of testing advertising effectiveness is not new. Here's an account from 1909 (from one of my faviourite sources on advertising and media, Hamilton Holt's Commercialism and Journalism):
Specify a set of zones. Target different levels of advertising at these. Look at sales trends. Rinse, wash, repeat.
Note that major corporations often designate specific areas for product testing. The Chicago area, and Australia, see trial runs of McDonalds products and store concepts, as an example.
The fundamental concept of testing advertising effectiveness is not new. Here's an account from 1909 (from one of my faviourite sources on advertising and media, Hamilton Holt's Commercialism and Journalism):
https://archive.org/details/commercialismjou00holtuoft/page/...