Against Yourself With Your Own Campaigns

There is also an element of corporate responsibility† For many FMCG brands, TV advertising is sometimes a must to maintain shelf position in Albert Heijn. The fact that the ROI is smaller than 1 is silly, but then it plays no role. The ROI is in fact not zero if you were to calculate the scenario of sales with less shelf space or visibility of your product in the store. These are usually effects that you immediately expect to see in a dataset. However, many products have a consumer journey longer than one day or one week. And that actually makes it much more difficult to properly quantify the effect of advertising.

Yourself With Your Own Campaigns

The researcher Shapiro, quoted in De Correspondent, also encounters this. Byron Sharpe too, who used comparable data to look for connections between sales and advertising. I think both provide valuable analyzes and insights, but they come with completely different conclusions. The question is also whether there are selection effects for Liberia B2B List objectives other than sales. For example, to convey a certain message to a group of people for whom it is relevant. Think of a government campaign about the dangers of fireworks. Because we don’t know who they are, we focus those campaigns on everyone. Whether people subsequently change their behavior based on that information depends on many factors. Embrace an experimental culture What is the aftertaste of these articles and what should we do with them?


With Your Own Campaigns

I myself have the following thoughts. Measure what is specifically important to you Don’t rely on benchmarks or meta-studies that lump together the effects of hundreds of advertisers. Basically what Byron Sharp, Les Binet, Shapiro are all doing. Build your own measuring instruments so that you actually measure what is relevant in your specific market and business. And from which you expect effects. We can use the results of meta-studies to simplify reality and to draw up applicable rules of thumb. But I see Byron Sharpe and Les Binet more as religion than science. A conviction and belief in the effect of advertising. Although substantiated by analyses, it is certainly far from the truth. Experimentation is important Embrace an experimental culture related to marketing communications.

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