Posts Tagged ‘Michael Corbett’
How to Get the Most Out of Advertising – Part 2
July 13th, 2009 | Author: Brian
by Vicki Lenz
Tracking Results – Ask or Don’t Ask?
Ask? This used to be my response, until I did further research on real-world results – as illustrated by a case in Corbett’s book. He cites the example of a new super lumber-type store. Customers were polled as they entered the store on grand opening weekend and asked, “What brought you in?” Roughly 50% said radio, 30% said TV, and 20% said newspaper. Guess what? The grand opening was advertised only on radio and in the newspaper. Yet 30% were very sure that they saw the ad on TV! “People don’t like not knowing what brought them in and they want to be helpful, so they’ll make things up,” says Corbett. Read the rest of this entry »
How to Get the Most Out of Advertising – Part 1
July 7th, 2009 | Author: Brian
by Vicki Lenz
How do I know if my ad is working?
This is a loaded question! What do you want from your advertising? Advertising can produce different benefits, from direct response to awareness to education.
Be forewarned: there is no one right answer or formula, as advertising is not an exact science. However, I can at least share with you a brief synopsis of what the experts say, based on countless studies both scientific and otherwise. Read the rest of this entry »
