Effectiveness: Accountability

 

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 ...

Using detailed examples Peter Rosenwald, founding partner with Consult Partners, argues that ROMI (return on marketing investment) is a valuable metric that allows management to compare strategies and ...

Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

This paper predicts that an explosion of marketing creativity is on its way, fuelled by advances in neuroscience to help create much more effective, more creative brand messages and the increasing abi ...

In a follow-up to Tim Ambler's article (Admap, September 04), Mike Campbell, deputy md of Ninah Consulting, argues that although the long-term effectiveness of advertising is well proven, calculating ...

John Billett and David Bridges, billets marketing sciences, explain their approach to assessing marketing effectiveness via The Balanced Marketing Scorecard (BMS). This concept, developed from Kaplan ...

In this follow-up paper to ‘The Curse of Lord Leverhulme’ by E. Ephron and G Pollak (Admap July/August 2003), Paul Dyson argues that the main factor driving advertising profitability, even in fmcg mar ...

Analysis of MMA (Marketing Management Analytics Inc) data found that advertising delivers positive short-term paybacks for six of the twenty non-CPG brands, but for only one of the twenty five CPG (co ...

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and plann ...

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 has long been known that Simon Broadbent and John Philip Jones take somewhat different positions about advertising: how it works short and long-term, how its effects are to be measured, how to make ...

How best to pay an advertising agency is a long-standing debate, but up till now there has been little empirical evidence upon which to base decisions. In a recent survey, retailers reported lower sat ...

Longer-term effects of advertising are difficult to identify and one should be wary of simple exercises that merely identify that a correlation exists. The cases presented here - Bisto gravy, Andrex - ...

Combining data of aggregated business performance from the database of benchmarking specialists PIMS with the IPA Data Bank of Advertising Effectiveness Awards cases shows that advertising expenditure ...