Measuring advertising success:
The reason to spend money on advertising is to get new clients or to make new sales from the old clients.
Why, then, do we allow ourselves to be sold “impressions?”
If 1,000 or 100,000 people see our offer yet no one buys, it makes no difference how many people saw it.
The only measure of success of advertising ought to be “sales,” “new clients,” or “income” – something that directly demonstrates effectiveness of ads.Continue Reading