Campaign effectiveness : Evaluation

 

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 ...

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints. For the first time marketers can see the impact on their brand of wor ...

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 ...

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, ...

Claire Spencer, chief executive at i-to-i research, describes research undertaken in January 2005 to better understand the 'rogue' 30% of the British public who did not support London's bid to host th ...

This paper evaluates how communication - both pro-active, controlled media, uncontrolled publicity and word of mouth - impacted on London backing the bid to host the 2012 Olympic Games.

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 ...

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 ...

We describe a meta-analysis of advertising conversion research findings that includes examining the influence of question framing on key output measures of advertising effectiveness. The article summa ...

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 ...

Time for a Change: In the world of brand building, the role of advertising research is a frequent focus of debate. However, it can feel like that debate hasn't moved on in recent years, and indeed has ...

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 ...

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 1984, Far ...

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 ...

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 ...

It is in the interests of everyone involved in advertising to demonstrate advertising's effectiveness. This initiative represents a real opportunity for the advertising industry to establish a researc ...

A considerable part of all advertising perceptions consist of 'preaching to the converted'. As about half a century of such research in the Netherlands proves, frequent buyers and owners of things ad ...

ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of ‘real single source data’ and with a media envi ...

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...

The debate continues to rage concerning whether or not advertising 'works'. Ehrenberg and Jones are at odds as to whether or not advertising is a strong or weak force. In this paper the focus is shift ...

Describes research conducted by BrandmarC for assessing the effectiveness of marketing variables (media advertising, price, promotions) in increasing sales. BrandmarC is an agency specialising in mark ...

Argues that advertising may be endangered by the impact of short-term technology-based reporting at much greater frequency, from scanner data etc., which will reduce the willingness of managers to mak ...

Describes the m2m system used by Pegram Walters for standardising the international evaluation of advertising. It uses an electronic data capture device to record real time reactions to communications ...

A planner's view of the advertising effectiveness debate. There is no `black box' method, nor likely to be. No theory can predict a result accurately. We have to look at `real world indicators' - what ...