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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | re: I disagree and here is why ... re: re: How do you track advertising? | Views: 827 | | Dec 13, 2004 3:31 am | | re: I disagree and here is why ... re: re: How do you track advertising? | # | 
Mark Newman | | I posted one other reply sharing your sentiment, Craig, and here is another example of how you certainly can track your advertising in some cases.
If you are advertising a product on the radio and you can go online or call an 800# to buy it -- whether it is a magazine subscription or a piece of apparel or even a carton of tea boxes -- frequently the company will tell you in the ad to enter Code (whatever), and then when the person enters that code upon purchase, they have just identified themselves as being sent there from your radio ad. The same is true if you advertise in print -- list the Code in that ad, and then when the person purchases with the Code #, they have come from that specific ad. As an incentive to do this, you can advertise that the customer will save X amount by entering that code.
So these are just some of the examples of how "Simple answer...you don't" is not really correct. I understand that there are challenges, and I agree that nothing can compare to the ease of online tracking and data mining, but I am sure there are other examples such as those already mentioned.
> Craig Elias wrote:
> Gerrard;
>
>I am no marketing expert. Selling expert yes, marketing I just have a healthy opinion that I share.
>
>Everyone who has done a marketing degree/course or done an MBA (Executive, Part-time, or Full-time) knows the saying I know I am wasting 1/2 my advertising budget but I don't know which 1/2.
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>What you say may work for large corporations who have a large budget and lots of marketing people but for the rest of the world measuring the success of marketing initiative is crucial to finding effective marketing methods that deliver bottom line results to a business.
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>The challenge to an offline or bricks-and-mortar company is that this can be a much more difficult compared to the tools and methods available to those with online or Internet businesses.
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>You can do some simple things like putting a toll free number on advertising and giving a different extension for each program. You see this in print, on TV and on Radio.
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>Perhaps a marketing expert among us can shed some light on actual examples of what they have done.
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>Anyone up for the challenge?
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>Regards,
>
>Craig
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>
>
>> Gerard Barry wrote:
>> Brian,
>>
>>Simple answer....you don't. Advertising is a part of the overall Marketing mix. If you have a coherent Brand Strategy, all parts will uniformly and coherently push the same messages to the same target audience. To single out one source is erroneous. Private Reply to Mark Newman | | |
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