Predicting sales from ad testing: A McDonald's case history
Charles Young and Adam Page Ameritest
"Never stop testing, and your advertising will never stop improving." – David Ogilvy
Global ad spend is expected to reach over $530 billion in 2014. Television advertising still dominates at roughly 58%, but the number of ways people consume that media is exploding. As a result, understanding just what is actually contributing to a company's bottom line is becoming more difficult to diagnose.
For this reason, validation exercises are important as they do three key things: 1) quantify advertising's contribution to ROI, 2) confirm...