Media strategies and articles, powered by ESA.
Our clients report that all of the drastic changes in consumer media usage has caused them confusion about how to measure retail mutli-media electronic advertising campaigns. If you are the advertiser, you may have even already discovered that the old standby measurement tool, the customer survey, is becoming irrelevant due…
Here we are, in the first quarter of 2007, at a point in time when virtually anybody — and I do mean anybody — can buy and sell advertising. This isn’t a new phenomenon. If you don’t believe that’s true, just check your email right now. Or visit Google. Log…
“If I could just tell when my dealership advertising was working, I’d be thrilled!” I hear this comment from many dealers. To this point, I offer the same response: “If you can’t tell when your ad plan is working, how will your customer!?” There’s no getting lucky in dealership advertising.…
Is your store foot traffic down, even as your brand maintains or even is increasing in share across your market area? It could be consumer “website previewing” at work. Dealers who complain of lower foot traffic could be falling victim to their own lack of acceptance of today’s busy car…
“Increase my sales immediately!” is the cry we all hear so often from advertisers. Is it that a sales increase is the only, or even the preferred method to measure an advertising campaign? Is there no other way to create financial success for a television advertiser? Of course there is.…
