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Published On: Mar 16, 2007 11:12 AM
Total entries in this category:
Published On: Mar 16, 2007 11:12 AM
Reason #472 Why Advertising is a Bad Investment in China
Grand Hyatt Hong
Kong
1110 hrs.
1110 hrs.
Fons has once again demonstrated the scope of
his issue-scanner in China, recalling a very good piece in EWSN about how
Neilsen uses a sample size of 300 households to judge the TV watching habits of
350
million
households. He also points us to a Danwei piece containing Neilsen's pledge to up their
coverage to 17,000 households nationwide. Fons quite correctly points out that
it's going to take a lot more than that to gain any kind of statistically
significant sample.
The whole issue of advertising ROI is a squishy one at best, even in developed nations like the U.S. For years, Neilsen, Arbitron, and companies like them have managed to add some kind of quasi-scientific fig-leaf to the problem, essentially saying "look, we can't tell you how effective your ads are, but at least we can tell you how many impressions they're making."
Ignoring for now the fact that the value of those impressions is falling toward some very sharp rocks at terminal velocity, Neilsen's issue strips away the last fig leaf on the presumption that advertising IN AND OF ITSELF has innate value - in China at least.
The whole issue of advertising ROI is a squishy one at best, even in developed nations like the U.S. For years, Neilsen, Arbitron, and companies like them have managed to add some kind of quasi-scientific fig-leaf to the problem, essentially saying "look, we can't tell you how effective your ads are, but at least we can tell you how many impressions they're making."
Ignoring for now the fact that the value of those impressions is falling toward some very sharp rocks at terminal velocity, Neilsen's issue strips away the last fig leaf on the presumption that advertising IN AND OF ITSELF has innate value - in China at least.
Posted: Thu - May 25, 2006 at 10:20 PM