Good article here on issues with ad measurement. We’ve been saying all along that people get overexcited about the ‘new, bright shiny things’ in the advertising world. Direct mail may not be particularly sexy, but for the right sort of business/message, it gets the job done.
The underlying message is, as it has always been, “There are no silver bullets”. A good campaign uses a range of advertising initiatives to achieve an outcome. And old media isn’t dead – in fact in some instances due to lesser competition as a result of money getting funnelled online means that old media can offer better value than ever.