tag:blogger.com,1999:blog-8998710950562947543.post6433935530792450847..comments2023-09-02T07:21:21.603-04:00Comments on Leigh's Blitherings: Online Advertising's Dirty Little SecretLeighhttp://www.blogger.com/profile/01163262798612657124noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-8998710950562947543.post-33275438675264621722007-12-05T08:21:00.000-05:002007-12-05T08:21:00.000-05:00Interesting metaphor, Leigh - comparing an ad camp...Interesting metaphor, Leigh - comparing an ad campaign to a waste treatment plant. That wasn't deliberate, was it? :)<BR/><BR/>There is a difference, of course. There is a stronger relationship between waste treatment plant and community health, say, than there is between an ad campaign and overall sales, aside from some very special promotions. If you were to try to pose the question about waste treatment and, say, rate of high school graduation in the community, it would be a far more difficult proposition to figure out.<BR/><BR/>Certainly, you could perform the type of positivist, deterministic investigation that currently is the vogue among marketing folk. And it may even give you a result that clients might even (want to) believe. It will not actually tell you what is going on, because the researcher is not investigating for complexity, and that's the name of the game, in both waste management and waste treatment ;).Mark Federmanhttps://www.blogger.com/profile/10337455011790349752noreply@blogger.comtag:blogger.com,1999:blog-8998710950562947543.post-59468847238303332932007-12-04T17:10:00.000-05:002007-12-04T17:10:00.000-05:00banners are pretty much the billboards of the web....banners are pretty much the billboards of the web...<BR/><BR/>@mark lots of people trying to figure out measurement models. I think that if you can measure the impact of say, a waste treatment plant on a community, you should be able to measure an Ad campaign. The problem is there are so few standards and many advertisers resist performance models bc then they'd be accountable. And really, who wants that? Dang, not even half the clients want that....Leighhttps://www.blogger.com/profile/01163262798612657124noreply@blogger.comtag:blogger.com,1999:blog-8998710950562947543.post-63053949536195276452007-12-04T12:24:00.000-05:002007-12-04T12:24:00.000-05:00Of course they work, because if they didn't, why w...Of course they work, because if they didn't, why would companies be paying/charging so much for them?<BR/><BR/>It's just that we don't know quite HOW advertising - online or offline - works. By this I mean, we don't really know, aside from a set of positivist hypotheses that have been proven to demonstrate themselves (big deal), how and why people decide to buy specific stuff. <BR/><BR/>The reason there are metrics is that people won't pay good money - or even bad money - if there aren't metrics that have a strong correlation to the money being spent. It's even better if the metrics correspond to the "real world" since everyone knows that what happens online "isn't real" (unless it involves someone's income, at which point it becomes real, really fast). <BR/><BR/>Feh! Not only does the Emperor have no clothes, he lives in a castle of cards.Mark Federmanhttps://www.blogger.com/profile/10337455011790349752noreply@blogger.comtag:blogger.com,1999:blog-8998710950562947543.post-20827655481858573132007-12-04T12:04:00.000-05:002007-12-04T12:04:00.000-05:00I don't see why people care about clicking so much...I don't see why people care about clicking so much. If I see a billboard for Cola or Burgers I am not going to click on it. I'd be more likely to feel nauseated than anything.Anonymousnoreply@blogger.com