The are at least quite able to correlate these. Tracking TV advertising'impact is relatively easy and straight forward. Same for out of home advertising. And wi

The are at least quite able to correlate these. Tracking TV advertising'impact is relatively easy and straight forward. Same for out of home advertising. And with a bit more effort attribution to newspaper/magazine advertising is also possible. But. It often isn't necessary. More often than not these forms of advertising are not direct marketing. They don't necessarily have a call to action. They are a branding asset. And brand awareness is measured differently. With different means. So while you can and should measure the direct impact, this isn't the main focus. The same way response and conversion rates on direct marketing efforts were meticulously measured long before the internet. There were even AB tests being run on mailings (snail mail) on test flights to identify the campaigns with the best ROI. I have a booklet from 1978, the year I was born, explaining AB testing for direct marketing campaigns. Except for the speed, nothing changed. Nowadays we only have more intrusive tracking methods if we decide to go that route. But the underlying methods (statistics, measuring success, et al) habe not significantly changed.