About 10 years ago, I worked at a small agency in Los Angeles. Every day on my way into the office I would pass billboards near one of the busiest intersections in the world (the 405 and 101) and think about the millions of people that saw those ads every day. And I wondered how effective they were. The truth is that no one really knows. It’s too hard to know with billboards. However, there is still much-awaited hope for online advertising.
I was thinking about this concept on Sunday when I noticed that Donald Trump’s “Apprentice” is miraculously still on the air. For the brief few minutes I watched and even smaller period where I was refraining from jeering the contestants or the host, I saw two celebrity teams running separate pizza shops and competing to sell the most pizza in a day. The formula was pretty simple. There were some contestants passing out flyers, some dialing for dollars, some making pizzas, and some ringing the register. The teams did well when all parts were moving together and in cooperation toward the common goal. Read More