Marketing has significantly changed during the last years, due to the evolution of the World Wide Web. Nowadays, it is much easier to reach the desired audience, at the right time. When thinking about the means of mass communication, such as newspapers, radio broadcasting and television, which have been present in our lives for many years now, there come some very relevant marketing-related questions: who is a company actually targeting through its mass communication campaigns? How can it know if the targeted consumers have seen the message or have payed attention to it? And, most importantly, how can a company measure the impact of its mass advertising campaigns?
Most of the time, we are all so caught up in the fast moving currents of our daily activities that we barely get to take a deep breath and think either about what is happening or about where we are heading to.
Nowadays, due to increasing competition in the business world, most of the firms and organizations are obliged to adjust to new ways of enhancing their performance. This improvement is mainly linked with the implementation of performance management systems, new strategic directions, or important shifts in the strategy of the organization.
One of the most widely held beliefs about advertising is based on one remark made approximately one hundred years ago, by a famous merchant named John Wanamaker (1838-1922). He is credited with the saying: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
Imagine yourself climbing a ladder made out of ten steps. The highest step is, ideally, where you want to be in life. But at which step are you at this point? This is, roughly, the question whose answer is presented in the World Happiness Report, after surveying people in 158 nations. The point where you envision yourself to be on the ladder is your level of happiness. The higher you are up the ladder, the happier you are. Conversely, the closer to the ground you are, the lower your level of happiness is.
