Some, no many, companies have come to me through the years asking me what I think of their advertising... or their presence in social media.
My answer is always the same... what were you expecting and how well did it perform for you?
Advertising does NOT drive sales (at least not directly), it communicates to the target audience, why they SHOULD buy a product or service. It positions the brand as a solution.
Sales promotion SELLS.
To answer the original question, you need to have an objective with your advertising (hopefully within a larger framework) AND you need to measure what the message is doing for you.
SALES is NEVER, NEVER a measure of advertising effectiveness.
We'll talk more on Tuesday! Until then, stay warm./jp
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