Recall vs. Actual Sales

Recall vs. Actual Sales
July 22, 2010 Dmitri Stern

The standard form of measuring the effectiveness of an
ad by mainstream advertising agencies and media reps is
by recall, or how many people actually remember the ad
after it runs for a set period. This is really stupid.

What counts, from your point of view, is not how many
people remember your ads – but how many actually went
and bought your product. If all you want is recall,
just run ads featuring chimpanzees dressed in swimming

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