"Is the Ad a Success? The Brain Waves Tell All"
NEVER mind brainstorms. These days, Madison Avenue is all about brain waves. That may be overstated, but it is no exaggeration that agencies and advertisers are growing more interested in neuroscience in their never-ending efforts to improve effectiveness.
The ardor of the ad business to adopt the technical tools of biometrics—measuring brain waves, galvanic skin response, eye movements, pulse rates and the like—is increasing as consumer spending, the engine of the American economy, slows. —Stuart Elliott, The New York Times, Mar. 31, 2008
"Bar Patrons' Ad Recall (Surprisingly) Good"
Here's one thing you might not expect to accompany a hangover: ad recall. A recent Arbitron study of bars and nightclubs found the average brand recall was 43% for an ad on the Ecast platform, an out-of-home ad-serving network available on 10,000 digital jukeboxes across the country.
Bars and nightclubs are among the top venues out-of-home marketers consider "captive environments." —Andrew Hampp, AdAge.com, Aug. 8, 2007
"A Magazine Promises Ads Will Register"
The Week magazine is making a new guarantee to advertisers: that its readers will remember an ad in its pages more than ads in most competitive magazines. —Stephanie Clifford, The New York Times, Nov. 9, 2009
For me, this is all somewhat wifty—too many matrices, formulae and theoretical assumptions.
How to Prove That Facebook Is a Viable Advertising Medium
The one thing direct marketers are really good at is measuring ROI of a single ad or a full campaign, right down to a gnat's eyebrow.
The way to judge the success of an ad is simple:
- Make an offer.
- Count the responses and the revenue generated.
- Subtract the cost of the promotion.
- Subtract the cost of goods sold.
- This is your gross profit or loss.
The Scheme for Facebook
Facebook is relying on comScore and its proprietary alchemy to measure the success of Starbucks' ads on Facebook. What follows is how a direct marketer would take on the challenge of Starbucks advertising.