This includes direct mail, direct response television, interactive advertising and Web site marketing. These programs can be more expensive in that they often require call centers and fulfillment operations, just to name a few of the components that make any measurement reporting precise. Also consider the market research that is used to test audiences before, during and after campaigns run. They are used to report shifts in perception. The type of information received from these studies are not as precise as direct response marketing, but they indicate specific trends and are recorded and interpreted with that in mind.
Measurement is key.
It helps you learn the effectiveness of the programs and it promotes the need to reinvest the intelligence you have learned so that work can continue to improve. Overall, it helps to justify the investments made in your communications program and importantly, allows for that investment to grow. In June of 2000, Rena and her partner Michael Reineck launched The Ad Incubator, a separate agency focusing on marketing for early stage start-ups.