How do big companies assess whether their TV ads were useful or not?

Question

How do big companies assess whether their TV ads were useful or not?

In: 5390

Answer 1

I remember an old joke that said something like this:

> The marketing director of a company was told “we spend ten million dollars on advertising, but only 10% is effective”. “Well, if you tell me *which* 10%, I’ll give you a million dollars”.

One of the marketing division’s main tasks is to be the most efficient at that, and the research they can do about how much benefit they gain from each of their actions is one of the main tools they have.