Effectiveness: Payback, ROI, shareholder value

 

Word-of-Mouth (WOM) marketing is growing fast (double-digit growth each year since 2001 in US), and there is strong interest in the concept, but there remain obstacles to its being adopted in marketin

This article, by MediaCom's Olga Zaitseva, discusses current trends in the Russian advertising market, with a particular focus on the FMCG sector. The Russian economy is one of the fastest-growing mar ...

There is increasing scrutiny of marketing activities and a growing demand for greater accountability of the marketing function. This article asserts that such accountability cannot be achieved until g ...

Linking marketing to financial performance is not now — nor has it ever really been — solely about return on investment (ROI). Quantifying the return achieved by marketing activities is a necessary st ...

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners. Though very diverse ...

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 ...

The term 'ROI' can mean a multitude of things in an advertising and marketing context, and in a sense this is necessary depending on what exactly it is that brand owners want to measure. Some brands c ...

This article reviews the 2006 IPA Awards from the perspective of how well they demonstrated contribution to profit (return on expenditure). Not all papers demonstrated conclusively that true payback h ...

This case study is an edited version of the winning submission for the Marks & Spencer campaign in the 2006 IPA Advertising Effectiveness Awards. The case history is exemplary as an example of how to ...

Marketing budgets are increasing rapidly in China as its economy grows, and this is fuelling an increasing demand for accountability. It is especially difficult, however, to establish marketing ROI in ...

Andy Farr, global head of research and development at Mindshare Worldwide, shows how a value can be put on the thoughts and feelings that consumers have about brands. He describes how brand valuations ...

Pat McGowan and David Meer, from Marakon Associates, argue that over-reliance on ROI (return on investment) analysis for advertising budget setting will lead to disappointments and missed opportunitie ...

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 ...

Ed Wooller, from MindShare, argues that in order to achieve the twin goals of making marketing more accountable and building the brand, it is imperative that companies develop methodologies for measur ...

Return on Investment (ROI) has become a central element of almost all aspects of marketing, but while it has bought the industry closer to the sort of analysis used to make a variety of other strategi ...

Using the experience of measuring advertising payback accumulated at Data2Decisions, Paul Dyson and Karl Weaver discuss the ten factors that have the biggest impact on advertising profitability, in or ...

Rex Briggs, CEO of Marketing Evolution, describes a presentation to Philips and explains the key features of ROMO (Return on Marketing Objectives), a technique for measuring marketing's ROI. This met ...

The World Health Organisation describes childhood obesity as a global epidemic. Over 22 million children under the age of five are severely overweight. The authors of this paper explore the impact of ...

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.

Describes the `Six Sigma' service for marketing process improvement. The current demand from CEOs for accountability of media and marketing spend is driven by results which are generally poor, as is s ...

Television advertising is important for maintaining the value of a brand in a way we can control, yet marketers are increasingly being required to justify the value gained for TV spend. This article s ...

In this paper we focus on analysing relationships between share of voice and share of market for a wide variety of fmcg product categories, in the conceptual framework of John Philip Jones’ Advertisin ...

Using two cases from the IPA dataBANK, this paper looks at two differing approaches to adding value to a brand through communications. The mass-targeted TV advertising of PG Tips is compared with the ...

Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations. In this article, the authors review three bas ...

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 ...

Stuart Agres, Bill Mount and Jim Spaeth, founding partners at Sequent Partners, show how marketing activities contribute to shareholder value – and describe how to measure it by bridging marketing and ...

In this important article on advertising accountability, Tim Ambler, of the London Business School, examines the prevalent use of ROI (return on investment). He argues that the term is often misused ...