"no way to measure effectiveness of physical advertising"
With the largest exception being internet advertising there isn't a good way to really see if an advert is physically bringing people into a store.
Advertising can lead to purchasing decisions but the general traditional purpose is to establish an emotional relationship between the consumer and a brand and or to raise awareness about said brand.
Examples:
Campaign 1 Coca Cola
Refreshing, new drink that you enjoy with your friends and quences your thirst during the summer (focusing on emotional relationship)
Campaign 2 Truth.org
Smoking is bad! You're going to die! Rah Rah Rah! (focusing on awareness)
Campaigns were made up fyi
They have ways to measure how these messages are received. In terms of the purchasing decision process, advertising won't really affect the consideration aspect; marketing will hit that harder which is where you'll find people "actually [getting] sent to their stores".
I would agree with the person who posted earlier saying you should expand your idea to see how cell phones can affect the advertising industry in new ways entirely; you're on a good track and if you want help let me know!
With the largest exception being internet advertising there isn't a good way to really see if an advert is physically bringing people into a store.
Advertising can lead to purchasing decisions but the general traditional purpose is to establish an emotional relationship between the consumer and a brand and or to raise awareness about said brand.
Examples:
Campaign 1 Coca Cola Refreshing, new drink that you enjoy with your friends and quences your thirst during the summer (focusing on emotional relationship)
Campaign 2 Truth.org Smoking is bad! You're going to die! Rah Rah Rah! (focusing on awareness)
Campaigns were made up fyi
They have ways to measure how these messages are received. In terms of the purchasing decision process, advertising won't really affect the consideration aspect; marketing will hit that harder which is where you'll find people "actually [getting] sent to their stores".
I would agree with the person who posted earlier saying you should expand your idea to see how cell phones can affect the advertising industry in new ways entirely; you're on a good track and if you want help let me know!
Source: Advertising guy