From my latest contribution to Ad Age Digital:
Had Carl G. Mayer, nephew of Oscar Mayer and creator of the Wienermobile put his concept in front of a bunch of marketing executives, I'm not certain it would have ever gotten the green light to move forward. Think about it -- if you never saw the Wienermobile in action, how would you estimate return on investment? I mean it's not actually selling hot dogs and it is dependent on fuel and maintenance. Aside from giving out coupons in front of grocery chains, how do you measure the ROI of something like the Wienermobile? How do you measure smiles? What do those get you?
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