Advertising effectiveness
Jerry Thomas
The advertising industry, as a whole, has the poorest quality-assurance systems and turns out the most inconsistent product (their ads and commercials) of any industry in the world. This might seem like an overly harsh assessment, but it is based on testing thousands of ads over several decades. In Decision Analyst's experience, only about half of all commercials actually work – that is, have any positive effects on consumers' purchasing behaviour or brand choice. Moreover, a small share of ads actually appear to have negative effects on sales. How could these assertions possibly be true? Don't...