Which half of the ad spend?

This post is for those brand managers and Market research professionals who want to explore…
Everyone in marketing knows the famous quote from John Wanamaker -
“ I know that half of my advertising dollars are wasted … I just don’t know which half ”
Probably you can try some tools which can either reduce the wastage or improve the effectiveness but still,you will not be able to find out which half!
One such tool is Tobii .
The whole tool is a combo of Hardware and Software.
The hardware captures the moment of eyeballs and the software analyzes it!
So , the result is that you will get the six honest serving-men - Viz. Who, What, When, Where, Why, and How.
At the end, you can understand Who will see What and Where they see and When they see, How long they see ... Propably tells to Why they see what they see and Why not?
Not understood? Confusing?
Downlod the white paper on An introduction to eye tracking and Tobii Eye Trackers on the Home page of Tobii.
When you have the next ad ready for your brand , you can test in the near real world scenario, understand the customers better and make changes as per the results of the research!
Watch the Videos to see the demo.
I know it does not cost a bomb. So you can try……I tried it!


1 comment:

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