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The measurable effectiveness of media has traditionally been difficult. If sales went up, the ads must have worked. If sales went down, the ads must have been bad. Companies carry out many simultaneous activities to stimulate sales, such as have sales people with incentives, or add dealers, improve product quality, or act to deal with competitive action. Any claim to a single act causing an improvement is likely bravado and not empirical. No executive is likely to run an experiment to find out what the primary causal activity was from a scientific standpoint, especially when doing the research can be expensive.
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