Brand Planning Advice: Are We Getting There?

Tracking General How to use targets and norms in advertising tracking Explains how to use targets and norms in tracking and argues that developing brand-specific benchmarks gets real value. 'Good' results of a campaign are judged by their relative merits – relative not to norms (rules, authoritative standards) but to brand-relevant benchmarks. Measuring the outcomes of marketing activity The authors review the weaknesses of traditional econometric tracking in marketing communications. They introduce a cognitive tracking technique which can improve understanding of marketing impact on customer attitudes. How to track customer satisfaction There is increasing interest in and money spent on 'customer satisfaction surveys'. The author discusses the reasons for this interest, and explains how to get better value from these surveys. Measuring specific disciplines Integration – creating a new paradigm Advocates a holistic approach to marketing communications evaluation based on synergy rather than difference. Do sales promotions really work? Discusses the value of sales promotion in brand building, focusing on deep price-cut promotions and asking 'do they work?' How to measure digital advertising Measuring digital advertising presents a new set of problems but also opportunities that will increasingly confront marketers. The article explains how the problems with Web ad measurement can arise and be overcome, and briefly discusses the implications. Door to door advertising: how to measure reach and effect? Discusses the technical problems of measuring results of door-to-door distribution, and shows how this can be done successfully and efficiently. Sponsorship: the real deal Argues that the effectiveness of sponsorship should be evaluated by a specialist measurement tool. They describe an evaluation system which combines market research, audience analysis and market knowledge. Brand Equity Measurement Making the most of your brands Describes Millward Brown's proprietary BrandDynamics system, which identifies the strengths and weaknesses of eight brand types. These are used to show that, over time, brands may move in a variety of directions. Conventional life-cycle thinking need not apply. How great brands got to be that way Outlines three phases of campaign development – strategic, development and implementation – suggests how integrated communication can be introduced at any of these stages and details the advantages and drawbacks to agencies. Econometrics and Sales Analysis Using data better – a new approach to sales analyses Describes the conceptual basis and practical development of two important new techniques to help marketing departments exploit their data better. General truths? Nine key findings from IRI test data Summarises the findings from US industry-wide study based on IRI data on key relationships between advertising activity and brand performance. How to show the influence of advertising on sales Illustrates the usefulness of sales response modelling in helping to reduce the complexity of sales data and identifying the influence of different activities on sales. Single-source is key to proving advertising's short-term effects A defence of Jones's STAS measure as an indicator of advertising effectiveness. Using econometrics to evaluate retail advertising Explains how econometric analysis can help identify the specific effects of advertising in retail performance. How to make econometrics more valuable Discusses econometric modelling and its use in marketing. Examines key issues that arise from model usage, and suggests ways in which marketers can get better results from using models. A consumer's guide to marketing mix models This article covers areas of concern to users of marketing mix models and explains key points that the user should look out for. Accountability needs for the next decade A debate on the issues that divide experts on the measurement of advertising effects. Illuminates points of difference and the reasons for them, and suggests areas in which our knowledge needs to be improved. Advertising: short-term and long-term effects Argues for the value of econometric methods in measuring the sales effectiveness of advertising. How advertising works, and how it can be measured and modelled, depends on the category and on the data available. Discusses how long-term effects, which are difficult to measure, can best be assessed.

In this section Tracking    - General    - Measuring specific      disciplines Brand equity measurement Econometrics & sales analysis