How Effective Is This Ad, in Real Numbers?
How Effective Is This Ad, in Real Numbers? Beats Me from the New York Times:
"It's the old story of the C.E.O. who asks the chief marketing officer, 'What happens if I take 10 percent out of the marketing budget?' and the C.M.O. replies, 'I don't know,' " Mr. See said, "so the C.E.O. says: 'O.K., I'll take 20 percent.' "
And even in this world of ROI-driven Internet ad spending, it's awfully to know how much that TV campaign is worth. We've seen, say, a Chicago DRTV campaign bump our Google numbers in Chicago quite a bit. So how exactly do you quantify and justify that?
