Effectiveness: Evaluation

 

Only half of commercials work positively, and some are even negative. Despite this, few ads are tested, while sales response is also a poor indicator of effectiveness, because of uncontrollable variab ...

Martin Deboo, consumer goods analyst at investment bank Investec, argues that marketers and shareholders are on the same side when it comes to wanting sustained and profitable organic brand growth. Ho ...

Ed See, president and chief operating officer of Marketing Management Analytics, says that 'by bringing together all relevant information, marketing can make the right decisions at the right time'. He ...

Les Binet, European director of DDB Matrix, and marketing consultant Peter Field discuss the measures used to assess effectiveness (doing the right thing) and accountability (being seen to do the righ ...

In this introduction to Admap's June 2007 report on admetrics, Roderick White summarises the challenges facing marketing professionals to prove that the money spent on advertising (for instance) has b ...

The term 'ROI' can mean a multitude of things in an advertising and marketing context, and in a sense this is necessary depending on what exactly it is that brand owners want to measure. Some brands c ...

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets. As a result, si ...

Gordon Pincott, global development director at Millward Brown, describes the history of advertising tracking (as conducted by Millward Brown) and the development of the ubiquitous Awareness index (AI) ...

Barbara Zack, managing director and chief strategic officer for IAG Research, takes a look at 'engagement' - reaching the right people at the right time (targeting), with the right creative execution, ...

The World Health Organisation describes childhood obesity as a global epidemic. Over 22 million children under the age of five are severely overweight. The authors of this paper explore the impact of ...

The Chief Marketing Officer and Group VP, Personal Care, at Unilever describes how Unilever's structural reorganisation has improved global brand development. While operational implementation remains ...

A dual-pronged approach of qualitative and quantitative international research allowed VisitScotland to revolutionise brand positioning and consumer communications, leading to massive increased intere ...

Correct evaluation of marketing activity is essential to ensure that marketing money is spent wisely and not wasted. It also increasingly affects remuneration. This best practice article offers twenty ...

This article introduces Admap’s Anniversary issue section on ‘accountability’. It concludes that while measures must focus on sales and profits, they must also take account of brand health which bui ...

Admap’s US editor, Stan Rapp, reckons that at least 60% of advertising is wasted (nonvertising). He sets out three simple rules to assess whether an ad is providing value for money, and then, using a ...

In the last ten years there has been considerable spend on Social Marketing. There is no systematic way of proving the effectiveness of Social Marketing. This paper considers how the effectiveness of ...

Colin McDonald and Rachel Kennedy investigate the majority of marketing campaigns - those which seem to have little or no effect on sales or share. They argue that because repertory buying behaviour ...

In this ‘Best Practice’ paper, Colin McDonald considers the vital subject of measuring advertising performance. He points out the need for clear objectives and illustrates how behavioural and attitud ...

Mark Hughes, CEO of Buzzmarketing.com, argues that mediocre advertising leads to wasted budgets. He advocates MIRP (media impressions beyond rating points) by generating a word-of-mouth buzz for your ...

Evaluating the results of an advertising campaign is a complex undertaking, not least because the demands on such an enterprise depend on the perspective which is adopted. This paper argues that certa ...

The author reminds readers that new products fail at a high rate, innovative services are patchy due to consumers being reluctant to try new ideas and return-on-investment appears to be disappointing. ...

This is the first of three articles by Spike Cramphorn on effective advertising research. He highlights the importance of the brand-person-relationship (PBR) and describes how pre- and post tests sho ...

Ian Fermor discusses the comparative effectiveness of brand and product advertising. He sees a danger of brands fragmenting to meet smaller consumer groups with a consequent reduction in benefit from ...

Advertising in almost any form of media is very expensive and, as such, those who plan and create it need to be able to assess the type of results it is getting, and how an improved performance may be ...

Coming to feel that only numbers count is seductive. Numbers seem safe and scientific. But in our heart of hearts we already know that not everything that matters can be quantified, so we look for w ...

Creativity is vital for motivating customers, and thus vitally affects ROI (return on investment). There are three broad areas of creativity that can be seen to generate sales: product news, strategic ...

Clients want marketing research that informs them about what actions they should take, not only what their current situation is. This requires that marketing research use multiple measures instead of ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1969, Brit ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1967, Mitc ...

Our conclusion is that either brand management, or agency, or both may be at fault in not insisting on specific goals and measurements. The next steps forward are to understand better what advertise ...