Radio advertising that delivers
measurable results and profitable new customers

« Previous | Main | Next »

July 16, 2008

This Advertising Age Article is Shocking

Reading the Adage.com article titled "Survey: More Buyers Expect to Spend Less in Most Media", we were left in awe at the following statements:

"ad results are considered very important to an increasing number of media decision makers."

"We are seeing [clients] asking for more accountability," said Barbara Kittridge, managing director for Publicis' Spark Communications, whose clients include NBC Universal, Virgin Mobile and Travelers Insurance. Even in times of economic strife, "rock-bottom pricing isn't necessarily the driving criteria."

"TV saw a big increase in the number of respondents who identified ad results as being an important criterion in selecting the medium for ad placement. Some 72% of respondents identified ad results as very important in TV selection vs. 48% last year."

What's so odd is that people - advertisers, clients of these large firms - are just now requiring accountability for results.

We have to ask: where have they been? What have they been doing until now? Advertising with blind faith?

Even more surprising, how come only 72% of the respondents consider "ad results as very important"?

And realizing that "rock bottom pricing isn't necessarily the driving criteria"? As we've said before, it's not what you pay (pricing), it's what you get for what you pay. Since that's a fraction - consisting of a numerator (what you get) and a denominator (what you pay) - note how much you're missing if you just focus on one of those numbers.

Having been born into the world of accountable advertising, to us accountability is like water to a fish. We don't know any differently and we don't know how other fish have survived out of water. It's quite amazing, really.

Posted by Jeff Small & Brett Astor at 02:58 PM | Permalink