search query: @indexterm ADVERTISING / total: 1883
reference: 10 / 1883
| Author: | Watts, D. |
| Title: | The measure of all things: Finding out that something doesn't work is the first step toward learning what does work |
| Journal: | Journal of Advertising Research
2011 : JUN, VOL 51:2, p. 373-379 |
| Index terms: | marketing advertising effectiveness advertising campaigns advertising |
| Language: | eng |
| Abstract: | The article provides insights from the book "Everything is Obvious" by Duncan Watts. The author for example introduces an online advertising study conducted with 1.6 million Yahoo! users, using a random experiment testing approach. The test measured the costs and revenues generated by advertising. It was found that in the short run the revenue from the campaign was about 4 times the cost. Another finding was that the campaign was significantly more effective for older people than younger people. The results show that if the advertisers wanted to target young people, something went really wrong. But according to the author "finding out that something doesn't work is the first step toward learning what does work." |
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