Guaranteed return on advertising? The time has come

Scott Ferber

Argues that Internet advertising, for the first time, can deliver true accountability, because accurate measurement of what is delivered is possible.

Guaranteed Return On Advertising?

The Time Has Come

Scott FerberAdvertising.com.

Advertising has always required a willingness to gamble. Your strategy may be rock-solid. Your creative, outstanding. Your research, thorough and accurate. But there are never guarantees that you'll get the results you're looking for. And at the end of the day, no one is truly accountable for a campaign's success or failure but the advertiser. Campaign a bomb? You still foot the bill, and better luck next budget cycle.

One reason for this at-your-own-risk paradigm is that, at least in conventional...

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