If you were confused by Vince Bond Junior's front-page article in Automotive News yesterday, New-Age Ads Grab More Auto Ad Bucks, it's not your fault. The terms traditional and non-traditional advertising don't have clear and stable definitions. But the terms measured and unmeasured advertising are defined and unmeasured is not synonymous with non-traditional. Here are some examples:
- · Direct Mail is traditional but unmeasured
- · Online Banner ads are non-traditional but measured
- · Television is traditional and measured
- · Search is non-traditional and unmeasured
No, you were not losing your mind. Things are complicated enough without mixing terms that cannot be mixed. The point of the article was that many manufacturers are moving advertising dollars from things that don't work as well as they used to toward new methods of engaging audiences and individuals. Not exactly breaking news, but it's always nice to know your franchise is doing the right thing.