Effectiveness: Accountability

 

Discusses the difficulty of attaching financial accountability to advertising effects (awareness, leads etc.). Describes three approaches used by the author's company to successfully and directly link ...

Cutting or eliminating commission-based compensation is about ensuring that agencies are paid on quality and not quantity. The agency prospers if the client prospers. A study released by the Associati ...

This article examines creative-risk-taking behaviour by agencies and the circumstances that increase their propensity to take risks. Drawing upon agency theory, and the wider literature on risk in man ...

This paper reports on the progress of a joint project between the AAAA and the Management Science Institute designed to communicate to CFOs and CEOs that a great deal is known about the effective mana ...

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 ...

Clients get the advertising they deserve. The good ones are risk takers, willing to risk failure for extraordinary success but the bad ones are ruled by fear and achieve no better than mediocrity. The ...

Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertisin ...

The author describes how DuPont uses its SIP (Supplier Improvement Process©) to evaluate and compare aspects of advertising agency performance and drive continuous improvement.

The author describes how marketing and advertising expenditure is managed and evaluated at the Burger King Corporation.

This is a rejoinder to Jones and Blair(JAR 36, 6 1996) concerning measuring sales effects of TV advertising. The author holds that the STAS measures are too simplistic and imprecise to claim to form ...

This paper examines the management of advertising risk by advertisers from the viewpoint of planned versus impulsive risks. It recognises that there is a risk in just about every decision to make a ch ...

Review of Simon Broadbent: 'Accountable Advertising', Admap 1997, which describes how a practical framework can be set up in a company for making advertising expenditure accountable.

Argues for the benefits, and the possibility, of making advertising genuinely accountable. The article summarises the theme of the author's new book, 'Accountable Advertising' (Admap Publications, 199 ...

This monograph reviews a number of papers delivered at Admap seminars on `Monitoring Advertising Performance' and attempts to distil their essence, together with other sources, into a review of the su ...

This paper is written from a standpoint which sees advertising research as part of the general marketing research associated with developing and selling a brand and not as an isolated ritual. For thes ...

Whether or not it presages what may happen in the UK, most consumer goods markets in the US have reached maturity - which means that little growth can be expected. Manufacturers seeking growth can, th ...

It would be irresponsible to suggest that advertising expenditure should not be subject to the most careful scrutiny. But it is a serious mistake to suppose that 'accountability' must primarily be con ...

The sharply increasing pressure on advertising budgets could be avoided. The problem is that most advertising is seen or said to be about `brand building'. But not all brands can win all the time, so ...

This article re-examines what we actually mean by advertising accountability, citing a number of past and recent studies. It cannot mean simply showing sales growth. In mature markets, now the norm in ...

Nicholas Staveley reviews the papers given at a seminar titled 'Advertising accountability and the client/agency relationship', convened by Westminster management Consultants, February 1992. He sees m ...

An important article which argues for the importance of strong branding, based on three studies, two investigating the PIMS database and the third a long-term controlled experiment on 15 brands by IRI ...

A response to Charles Channon's article on 'Effectiveness and Efficiency' in March 1990. While agreeing that advertising should not be determined by too much reliance on any one measurement, the autho ...

In theory, agencies advise but clients decide on how advertising performance should be monitored. When things are going well, key client decision takers often take little interest in the measures. But ...

If `effectiveness' is doing the right thing, and `efficiency' is doing it the right way, why should the two be in conflict? The trouble is that efficiency (`getting more bang for your buck') is easier ...

This paper argues that some ways of evaluating advertising undervalue its contribution to the bottom line, and forget the fact that manufacturers advertise to protect or improve the long run cash flow ...

The author argues that some ways of evaluating advertising, though both popular and apparently rigorous, undervalue advertising's true contribution to the bottom line. This is because they tend to foc ...

The amount to spend on advertising is determined by a process, not a formula. This practical guide examines the whole of this process, from understanding the brand's budget to assessing what a campai ...

The author draws on J Walter Thompson's 'Marketing Modelling' analysis to demonstrate that advertising expenditure still continues to be determined by the levels of consumer expenditure and company pr ...

Examines the contribution of research to advertising. Advertising researchers have no option but to answer honestly the questions advertisers ask of them, and these have been conditioned by the way ad ...

Consumer evaluation of brands leading to a purchase decision is linked to the degree of risk or opportunity perceived in the choice. There are three types of risk which can be perceived: performance r ...