Well-known brand names such as Kika-Leiner, Otto Versand, Gröbl Möbel and the Austrian Post were successfully advertised under the direction of marketing expert Friedrich Kern. For almost two generations of advertising, he has been passionately tracking down the actual advertising impact of different media genres.
His motto: ‘Test, measure, optimize’ – His credo: ‘There is always an even better solution!’. As a co-founder of “Industry Tracking”, his work is based on essential questions that – in today’s fast-moving advertising world – hardly anyone takes the time to ask.
In an interview with MedienManager publisher Otto Koller, he impressively explains why advertising companies should listen more to their customers than to media and platforms. In his opinion, performance values of the different media genres such as number of copies, number of users reached, visits, engagements, etc., offer little meaningfulness. If you want to know how your advertising investment works, you also have to look at the actual impact of your advertising measures and the central questions: “Who can remember my advertising? Who actually made a purchase based on my advertising? A question that is becoming increasingly important in the age of pods, Froud and tight advertising budgets.
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