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I have been reading recent comments on media accountability. Some media lay claim to being “the most accountable medium”. Accountability is clearly the topic of the day, given the increasing need to understand the value of advertising and the recent public debate over TV research methodologies. I suggest that much of the debate is fueled by the more accountable world of online marketing.

Accountability can be viewed in two veins:

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      1. What is the confidence that a consumer saw an ad?
      2. What measurable direct action did the consumer take as a result of that ad?

Based on my 20 years in advertising and marketing (two of which were as an agency media researcher studying media measurement), I suggest any media that claims accountability is, politely, absurd. (more…)

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