The other half is total wastage and I don’t know which half I’m talking about (pls don’t call me an MCP, it’s a popular phrase and has been making its round in the advertising industry for years). So, people over the ages tried to find out the affectivity of the advertising spend. Lot of new ways has been found out. Industry insider Kathy Sierra also set straight some old rules and new rules of ad spend.
Now there are super specialized media billings and analyzing firms which do conclusive study of the matter, there are firms who survey eyeballs among households and demographic vs true target audience etc. some firms do survey on them as well to showcase whether they are showing the right result or got feed from the client.
But days are not far off when advertisers will be able to find out every penny. Online media for example is going head strong. It is believed that by 2008 total online media spend would be tripled than now.
The best part about online advertising is that it offers greater clarity with real benefits. And they have the ability to complement the traditional media as well.
