Agencies, suppliers: Advertising research and tracki...

 

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 ...

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) ...

Arie den Boon, CEO of Daphne Communication Management BV, and Colin McDonald, describe the benefits of Daphne (the Dynamic Advertising Performance model), a proprietary modelling process and software ...

Over seven successive years, 3,100 radio campaigns were studied. The findings and results of each campaign aggregated into the database enable the key factors for a successful radio campaign to be det ...

The authors discuss the importance of assessing advertising effectiveness and relating this to return on investment. They feel that measures must relate to the stage a brand occupies in the brand lif ...

The author, from Lambesis Inc, describes the background, philosophy and methodology of Lreport.com - a youth tracking study started in July 2000, that purports to identify macro-trends, micro-trends ...

Discusses the challenges of moving to the Internet as a research vehicle, and argues that many of the issues come back to some traditional research debates. Reviews tend to gloss over some of the diff ...

Describes and argues for the value of the ARS Persuasion Test system (rsc) for pretesting advertising. Points discussed and illustrated: ARS scores correlate with short term and long term brand share ...

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

What marketing needs is an integrated and single source system reflecting both manufacturer and consumer concerns. The Stochastic Reaction Monitor provides compatible data in terms of share of stimulu ...

It has taken a relatively short time for Millward Brown to evolve from a small agency in the United Kingdom to our first work in Asian markets in 1987 - a third stage in steady globalization of the co ...

The paper notes that an increasing number of research organisations are developing proprietary research methods (black boxes). This approach ignores the basic tenet of scientific enquiry – peer review ...