by Chuck McKay | Nov 23, 2021 | Ad Testing, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fishing 101 - the "How To" Class, Market Segmentation, Targeted Marketing, Database Marketing, Systemic Marketing (TM)
Pretend with me you’ve been conducting a direct mail campaign. In testing your headline you’ve discovered that changing its focus from greed to fear increases the response rate from 1.5% to 1.85%. Not bad. Three-tenths of a percent. That’s enough to get marketers...