. . . While typical of the industry standard for measuring advertising results, the Tourism Authority’s polling could benefit from more rigorous comparisons to markets where its online and TV ads did not appear, said Larry Chiagouris, professor of marketing at Pace University in New York.
“My view of the research is it’s better than nothing but it’s misleading because we don’t know what would have happened had people not been exposed to the campaign,” he said. “Still, the effect of no advertising (this spring) will be felt in sequential summers.You have to remind people you exist. You need to know what’s offered beyond just the zoo and SeaWorld.”
Read the article in the San Diego Union-Tribune.