A famous comment usually attributed to Lord Leverhulme goes:
“I know that half of my advertising budget is wasted, but I’m not sure which half”
It is notoriously difficult to measure the effect of advertising on a business’ sales. Advertising is just one of the variables that might affect sales in a particular period. These include:
• Consumer and business confidence
• Levels of disposable income
• Availability of product (e.g. does the retailer actually have stock to sell?)
• Availability of competing products
• The weather (often blamed by retailers for poor sales!)
How can a business know whether a specific advertising campaign was effective?
A new email marketing system leads to increased analysis, reporting and revenues.
