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• Previous message: bala subramanium: "Re: Recency Vs Frequency Planning "

I think a lot of it depends on the stated objective of the advertising.  =
Many people state "build awareness to X level" as an advertising objective.=
  Fairly easy to test with mass media, in my opinion harder to test with =
web advertising becuase sampling the population might be difficult.  =
Others campaigns' stated objectives may be something like "change brand =
perception from X to Y," again, easy enough to test with the use of mass =
media, possibly harder with the internet.  Currently the popular litmus =
test is click-through rate but all that tells you is how well your ad =
served as a direct response mechanism, it doesn't tell you whether or not =
anyone's brand perception was affected.  Certainly not all advertising is =
nor should it all be direct response, but that seems to be the easiest =
default when advertising managers are forced to prove effectiveness and =
justify expense.  I suppose there shouldn't be any fear of a difference in =
measurability of branding just becuase the medium is the internet, and I'm =
not a researcher by trade, but my gut tells me it carries its own =
peculiarities.  I have no experience with measuring the ad effectiveness =
of a web campaign other than click-through rate.  Not saying that's right, =
but it can't be the only way and I'd like to hear more about how others do =
it or how they wish they could.

>>> <7namrata@mica.ac.in> 02/11 4:13 PM >>>
what are the ways to measure advertsing effectiveness on the net?

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