> The problem is that the outcome of some campaigns doesn't reflect in dollars, and still you have a winning campaign.
All winning campaigns reflect in dollars. The question is when. That's why it's imperative to separate markets entirely.
Radio ads for a "branding/awareness" strategy. Search ads for a direct response strategy. The majority of people viewing/hearing one should never hear/view the other.
If it takes 6 months to properly test a branding campaign, decide ahead of time whether your organization has the patience to wait. If not, just stick with direct response.
All winning campaigns reflect in dollars. The question is when. That's why it's imperative to separate markets entirely.
Radio ads for a "branding/awareness" strategy. Search ads for a direct response strategy. The majority of people viewing/hearing one should never hear/view the other.
If it takes 6 months to properly test a branding campaign, decide ahead of time whether your organization has the patience to wait. If not, just stick with direct response.
Also, Scientific Advertising was written in 1923.