tag:blogger.com,1999:blog-5050751039322570722.post7986928535485602539..comments2024-03-07T13:08:39.636-04:00Comments on We Are Everywhere: Is There Such A Thing As Scientific Advertising?TonyPuckhttp://www.blogger.com/profile/03097924080018596753noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-5050751039322570722.post-53113635582131880852009-06-15T13:15:51.910-04:002009-06-15T13:15:51.910-04:00Hi David, Thanks for your comment. According to Mr...Hi David, Thanks for your comment. According to Mr. Hopkins ads are not meant to entertain or win awards. They are done for one purpose only, to produce results, sell products or services. Any other results should be a by-product of the ad. <br /><br />I don't agree that there should be any balance between brilliant work and measurable results. The only way we know if a work is brilliant is when we can measure the results. They are not mutually exclusive events. <br /><br />And to answer your question, we measure only by results, the purpose of the ad, to sell, register, invite or some other desirable action. Nothing else. <br /><br />I think after you read the book you will understand my position. <br /><br />Again, thanks for your comment. <br /><br />TonyTonyPuckhttps://www.blogger.com/profile/03097924080018596753noreply@blogger.comtag:blogger.com,1999:blog-5050751039322570722.post-24192694557667968802009-06-15T11:17:35.808-04:002009-06-15T11:17:35.808-04:00Thanks for your insightful and informative blog. I...Thanks for your insightful and informative blog. I have not read the book (will do though) but i fully agree with the sentiment that advertising has to be scientific.<br /><br />Having worked in the field for a number of years in different capacities, the pressure is usually more focused on producing brilliant, award-winning creative and less on producing advertising that brings measurable results.<br /><br />I do believe that a balance need to be achieved...between brilliant work and measurable results. However, there is very little or no credible system in place to check the effectiveness of the advertising. Sometimes clients are reluctant to share their sales & distribution information, but they will simply tell you that the "product is doing well."<br /><br />What do we measure advertising by? Is it product recall? Sales? How do we measure it? How do we foster meaningful client partnerships, so that we are in tune with the results on the ground?<br /><br />These are the questions that need to be asked and revisited.daviddksoomarienoreply@blogger.com