Lord Leverhulme, the founder of Lever Brothers, is credited with the famous aphorism — ‘one half of advertising does not work but nobody knows which half.’ Unfortunately this is still an ongoing issue for many marketers -- particularly those focussed on brand building. How do you convince the CFO to allocate resources when you have a hard time measuring results? Direct marketers have been able to circumvent this issue somewhat by quickly being able to show ROI based on results of various campaigns. However, it's also been shown that to generate really good results, sometimes you have to give up on the "branding." How can you combine the two without losing branding opportunity or response rates? Here's a great example from Polo. Genius!
Ralph Lauren has introduced the quick response codes into print ads, mailers and store windows aimed at sending traffic to their new mobile commerce site. The codes, when scanned with a mobile phone with QR software will direct the phone’s browser to a website where you can shop for RL products.
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