Tracking Ad Dollars

Donna Hoffman (hoffman_at_moe.ogsm.Vanderbilt.Edu)
Tue, 10 Sep 1996 07:53:46 -0500 (CDT)

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Following this discussion with interest. If ActivMedia is not conducting a
stratified random sample (note that they don't have any of the top ten sites
in their sample!), then their results are not generalizable.

I think we need to be very careful about understanding what can be "taken
away" from studies that are not representative of the population they seek
to describe. Thus, averages and summaries don't do much good if you are not
summarizing the entire market.

Jupiter's Ad Spend may have bias, but it gives a reasonably good picture of
the "big picture."

I think it's true that a lot is happening at the grass roots level, but from
an advertising perspective, major advertisers do not care at this point
about buying space on Joe's Tire Site.

Let's be clear about the objectives of collecting numbers before we start
drawing conclusions about general market trends.

DLH
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Professor Donna L. Hoffman hoffman_at_colette.ogsm.vanderbilt.edu
Owen Graduate School of Management 615-343-6904 voice
Vanderbilt University 615-343-7177 fax
Nashville, TN 37203 129.59.210.109 CU-SeeMe

Project 2000: http://www2000.ogsm.vanderbilt.edu/
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