How do big companies assess whether their TV ads were useful or not?
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A lot of times they don’t. They run the ads and assume they are working. Other times they do focus groups to figure out what might work. They also look at sales data before and during the ad campaign but this is false info. If you run an ad about sales over a holiday did people buy because of the ad, because of the sale, or because they had time over a holiday?
The true way to test that some companies do is they run an ad in one region and no ad or a different ad in a neighboring region. Then they can compare the data between the two. But that requires them to not advertise somewhere and they are always hesitant to risk their competitors having an advantage.
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