White Paper: Quantifying Advertising's Impact on Business Results

Share this content:
Understanding and quantifying the benefits of advertising is a problem as old as advertising itself. The problem stems from the many purposes advertising serves: building awareness of products, creating brand equity and generating sales. Each of these objectives is not easily measured or related to the advertising that may have affected it.


First, there has been an explosion in media alternatives from the traditional standbys of television, radio and print into a broader spectrum of both offline and online options, with the Internet clearly the most visible example of this change. The choices within each medium also have expanded in an attempt to reach more targeted audiences.


Television, for example, has burgeoned from three primary networks to literally dozens of mainstream cable channels, all capable of reaching large audiences with brand messages or product promotions. Hundreds of new magazines now serve many special interest groups, while Web advertising presses the edge of one-to-one marketing.


In addition, more and more companies are using integrated, multimedia strategies to reach their desired audiences, layering broadcast advertising over direct response campaigns or combining online with offline campaigns. All of this is making it harder to separate out the individual influences of each advertising effort.


http://www.dmnews.com/pdffiles/ryan.pdf


Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above