Communication management: Integrated communication m...

 

This paper describes research undertaken to answer the questions “What is the branding effect of search advertising and how does it compare with other media?”. It is based on the measurement of the im ...

Marketers and advertisers are increasingly attentive to measurement, whether it be increasing market share, boosting the bottom line, or building brand equity. This article is based on a round-table d ...

Antony Young, president of Optimedia US and co-author of Profitable Marketing Communications: A Guide to Marketing Return on Investment, believes that traditional marketing is in urgent need of modern ...

Project Apollo is a single-source service developed to provide direct links between advertising and purchasing behavior at the household level. The goal is to achieve a consumer-centered view across a ...

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communicatio ...

This paper reviews the potential of the EMM portable meter, which has been tested in an extensive nation-wide survey for a complex cross-media study. It provides an example of how it is possible to ef ...

As the main goal of the Dutch TAM, SKO is to accurately measure all TV viewing it was necessary to solve the problem of Time Shift Viewing (TSV). In Holland, the rollout of PVRs as well as Video on de ...

This paper provides an overview of the new Eyes-On Out-of-Home (OOH) Audience Measurement System being implemented across America by The Traffic Audit Bureau for Media Measurement, Inc. It describes t ...

This paper maps out how the media and advertising world is evolving and growing a long media tail. It refers to advertisers and how they are approaching media communications in this new world, and out ...

With the growth of the internet, a new dimension has been added to word of mouth: namely, word of mouse. This paper introduces a new model that can serve as a framework for marketers, advertisers and ...

This article discusses brand monitoring, a tool which is becoming increasingly essential in a fragmented media marketplace where it is difficult for marketers to gain a 360 degree understanding of the ...

Accountability has become increasingly critical to proving the value of marketing communications, especially in terms of justifying marketing spend to financial executives who often view it as a discr ...

Manfred Mareck (Research Marketing Ltd) reported for WARC direct from ESOMAR's WM3 Multi-Media Measurement Conference, held in Dublin, 3-6 June 2007. Presentations covered in brief include those on th ...

Search marketing accounts for an ever-increasing share of internet adspend, and may become even more important as advertising on mobile/cellphones grows. This best practice article looks a variety of ...

This study identifies social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate. A diary study revealed the fr ...

Building on the paper 'Measures of Engagement, previously published by the ARF, this paper discusses the measurement of engagement in brand messages. It features a variety of innovative, but empirical ...

This article reviews the 2006 IPA Awards from a media perspective. Two types of entry are shown: the first selects media to optimise the distribution of the message, placing the brand/service message ...

Over the last decade, findings from neuroscience have demonstrated that reason is not separate from the brain, but embodied in it, and is mediated by unconscious emotional influences. As such, if emot ...

This paper draws on the work of Stephen King, and particularly his perceptive analysis pf the role and value of research, and how it needed to evolve and adapt to stay current with the remarkable soci ...

This paper aims to help brand owners and their agencies harness the growing power and influence of 'Word of Mouth' communication. It argues that 'Word of Mouth', both off- and online, is a medium that ...

Models of advertising have changed dramatically in the last 20 years, as simplistic conceptions of the pattern of consumer behaviour (such as AIDA) have fallen out of favour, and more complex idea com ...

In this Forum article, Adele Gritten addresses the challenges facing the media industry as a result of the concurrent trends of media and brand proliferation, market saturation and technological devel ...

This article uses a case history from MTV to examine the role that engagement with programming plays in the performance of embedded advertising. A standard technique for measuring emotional engagement ...

Engagement plays a contingent role in the effectiveness of advertising processing that corresponds to the message effects created during the process. Such message effects are advertising recall, messa ...

David Dixon and Sebastian Shapiro, from Ninah Consulting, maintain that current ROMI (return on marketing investment) marketing-mix models provide an incomplete view of how marketing drives value, and ...

The Admap report for November 2006 contains a number of articles relating to communications and marketing budgeting and budget allocation. In his introduction, Roderick White, Admap's editor, addresse ...

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work. Mass media ...

This paper describes a research initiative designed to better understand the nature of how audiences consume television and online content. Through a data fusion process joining two separate responden ...

The IPA TouchPoints Initiative is a UK and global first. The initiative, led by the UK communication agencies, has produced the first holistic view of how consumers use a wide range of media channels, ...

Discusses the problems of achieving accountability in marketing, based on the report of the ANA's Marketing Accountability Task Force. Developing a `culture of accountability', with full support from ...