How effective is your marketing? (It still depends on what you’re measuring)
Wednesday, July 4th, 2007 by Hugh KennedyTwo articles in the July 9/16 BusinessWeek provide a welcome reminder that effectiveness measures are by no means absolute, and depend entirely on your goals. In the first piece Jon Fine provides an update on Project Apollo, a pilot test of radio and TV advertising effectiveness, and ACNielsen Homescan, which lets consumers scan product purchases into a database. The usual suspects (Kraft, Proctor & Gamble, Unilever) are funding the project, which has turned up early results that may significantly reduce marketing waste in ‘old media’ channels, especially among light users of products.
