Gabriella,
Blue - why are you doing this to yourself when it only makes you look foolish? I have already corrected you on the fact that a company requires metrics to show the advertising works and hasn't in fact lost them business.
I sincerely hope you don't run a business or advise anyone who does. I can just imagine the conversation:
Ad agency: Advertising works - everyone knows that. Ask Volkswagen. What do you know that they don't? Unless you can show us evidence the ad campaign we ran did not work just pay our invoice and we'll run the same campaign for you next year and the year after.
Blue: Yes I see the logic of that. I've just made the bank transfer. I'll just set it up to pay annually shall I - saves us having this conversation next year.
BY the way, I see you have posted no evidence of what you claimed I had said about "making up their own minds", despite me asking for a link or a quote. No exactly a difficult request but yet you are unwilling to substantiate what you claimed. An honest person would back up such claims with actual evidence or admit they got it wrong, but then that's not really you. We've experienced this a few times with you - you make claims and then duck out when asked to produce evidence.
What’s curious about your efforts here is that on the one hand you seem to be able to construct a coherent sentence, yet on the other you can post such spectacular drivel that I actually feel quite embarrassed for you. Actually I do advise businesses (though not on advertising strategies) and successfully so.
Here’s how the conversation would actually go: “So you’re concerned that sales are declining or not growing as fast as you’d like and want to try advertising to change that? Fine – here’s how you’ll know either it’s working or not:
comparables. We can compare before and after, we can compare advertised vs non-advertised markets, we can compare other variables. And when those comparisons show that consumer behaviour has changed, then you can be pretty sure that the advertising has worked - ie, done the job is was intended to do. That “the job” may turn out just to be extending the date on which your business ultimately goes bust has of course bugger all to do with that”.
Not sure why I have to keep explaining this to you, but there it is anyway.
Oh, and your entire thesis has been that people will make up their own minds. Now you seem to have stopped doctoring what I actually said in response why not just look it up for yourself? There’s plenty of it after all.