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Advertising Accountability
To Test or not to Test
You might say it's more difficult to give you a reason not to test. Any organization that spends a significant portion of their ad budget on Yellow Pages advertising should know whether or not the money is well spent.
The discussion of return on investment (ROI) is no longer reserved for the CFO and other financial types. ROI is simply discovering how much you get back for every dollar you invest. In the case of advertising, this means finding out how many sales are generated as a result of the dollars you invest in the various mediums. With literally thousands of advertising messages facing the buying public each day, it is difficult to determine the true effectiveness of any one medium. The different advertising choices all provide various levels of determining ROI.
Subjectivity and qualitative measures have their place in advertising research. A focus group is invaluable in gaining insight into consumers' preferences. When it comes to getting a clear understanding of the value of your advertising dollars, nothing beats the Yellow Pages.
The cost to test can be minimal considering the potential measured results achieved. In some cases, testing can be funded by other sources than the client or deeply discounted. Much research is already available on the buying habits of your Yellow Pages directory customer.
How Easy Is It?
As an advertiser you make one phone call to Bernstein-Rein and we handle the details. In the meantime, click on the Cost Calculator tab to see the components involved in receiving your ROI.
