June 24, 2005

Accountable Marketing . . . as I was saying

I spent about a year creating a market test for a very cool consumer response (to advertising) capability. Not doing it any more, but this sort of news still interests me: Advertisers want to see what kind of bang their buck buys. One of the adjunct values of the system is that advertisers get to see right into the real return on their (typically) broadcast advertising: they see the results in terms of consumer response to their offers. One graf:

"Advertisers want to understand: What am I getting for my money?" said Doug Checkeris, president and chief executive officer of Media Co. in Toronto. ". . . Our measurement tools -- what we measure, how we're able to measure it -- are still pretty rudimentary."
Does mainstream media attention give the idea legitimacy? Does it mean the curve is close

Posted by Grayson at June 24, 2005 07:56 AM