Shouting ‘Sieg heil’ on television because your former colleague speaks German so well? Do not. Christmas balls from Auschwitz? We don’t have to talk about that. Advertising with a supporting role of Hitler? It seems a hundred years too early for that to me.Column – A discussion that, in my experience, has never gone away seems to be flaring up again. Does advertising actually work? Are the investments in advertising and media recouped? Articles from De Correspondent are regularly cited in various forums. For example, this piece about research into the effectiveness of TV advertising. Conclusion? Advertisers waste huge amounts of money on TV commercials that don’t work, and scientists publish mountains of advertising research that actually proves nothing. An even more comprehensive article entitled ‘This is the New Internet Bubble: Online Advertising’ shows how difficult it is to measure the actual effects of advertising on the Internet and in search engines.
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So what’s so hard? We all steer our advertising and media strategies on behavior and intentions. This means that advertisers and agencies are targeting a lot of ads to people who already intended to do, find or buy something. Then those securities or purchases are assigned to ads. We just don’t know to what extent someone would have made that Mauritius B2B List purchase without ads. This is the so-called selection effect. To measure whether an ad really works, you have to distinguish the ‘selection effect’ (people see your ad, but already buy) from the ‘ad effect’ (people see your ad, and therefore make a purchase). “Imagine for a moment that pizzeria Napolitana pays three teenagers to hand out discount coupons. After weeks of flyering, one of the three turns out to be a marketing genius.
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Customer after customer uses the coupons he handed out. The other two don’t get it: how? After some insistence, he explains his trick. “I’m in the foyer of the pizzeria.” Everyone understands that that teenager is not a marketing genius. A pizzeria doesn’t attract more customers by handing out discount coupons to people who order a quattro stagioni within five minutes .” Selection effect in branded SEA Clear story so far. The selection effect is deeply embedded in all advertising efforts, both on the Internet and offline. But quite frankly, the selection effect is most noticeable in a number of forms of advertising, for example branded SEA (advertising in AdWords on one’s own brand name). Because if you google bol.com, you go to www.bol.com, right? So what’s the point of advertising and paying for that person?