How ads work: Long-term effects, adstock

 

In his regular column for Market Leader, Jeremy Bullmore argues that brands need some form of publicity if they are to maintain a presence in consumers' consciousness. However, he asserts that it is w

Most advertising doesn’t pay for itself in the short term. So, at a time when marketers are under ever increasing pressure to justify expenditure, it’s important to understand the potential of adverti ...

Chuck Young, founder and CEO of Ameritest, argues that the debate about emotional versus rational advertising is a red herring. Both rational and emotional responses are generated simultaneously as 'm ...

Nigel Foote, managing partner at Starcom EMEA, reckons that tomorrow's media practitioners will have to be champions of brand value as much as media value. To assist in this he reveals some of the fin ...

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 ...

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 ...

Marketing’s credibility suffers from beliefs that its profitability cannot be calculated. Generalising from success stories and relying on `marketing metrics’ such as awareness, preference or satisfac ...

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 ...

In this contribution to the ‘Best Practice’ series, Colin McDonald looks at the knotty problem of understanding the long-term effects of advertising – for which there is strong evidence. He considers ...

Examines the question, ‘is your advertising working?’, and the impact such an enquiry has on the accountability, measurability and effectiveness of advertising. Covers setting clear objectives for a c ...

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 ...

Paul Feldwick uses the metaphor of going to the gym and building muscle to illustrate short and long term brand building. He explains that brand association network (BAN) is strengthened by advertisi ...

This profound paper examines the relationship between advertising and purchasing using a logistic regression model. Using single source data and an adstock calculation 18 product categories and 89 fm ...

It is timely to review advertising's long term effects as recession looms. Persuasion testing is the most widely used advertising research metric in the US. However there are problems with the method ...

Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands). Broadbent describes why using 'elasticity' in the form of a coefficient ...

Discusses how advertising objectives are set, and how these affect judgements of success. Analysis of briefing documents reveals four main types of objective: awareness and salience, reinforcement or ...

Marketing mix modeling has been used successfully in the packaged goods arena for a number of years, to increase sales and return on marketing spending through smarter allocation of advertising and pr ...

This paper demonstrates that household panel data can be used to improve our understanding of how advertising impacts our consumers to deliver the measured volumetric responses we observe. Moving beyo ...

Frequency Shopper (FS) databases have been around for almost a decade. However, only in recent years have they begun to be exploited for their full analytical potential. It is our conclusion that the ...

Media accountability covers a spectrum from short-term fmcg promotions to longer-term investment behind infrequently purchased high capital spend events. The demand often comes from marketing, but inc ...

The effects of advertisements must be seen in behaviour before we discuss how individuals are affected. Case history analysis is needed; a new source is outlined. There is a common structure for t ...

Shareholder Value Analysis offers a great opportunity for marketing professionals. Traditional accounting, by focusing on short term profits and ignoring intangible assets marginalises marketing. In ...

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 ...

This article describes a systematic approach to scheduling on the basis of modelled brand data of a collection of 113 grocery advertising case histories from eight countries, covering over 16 categori ...

Regardless of economic conditions, every firm needs a clear strategy for its major brands, based on segmentation, competitor analysis, targeting and positioning. Advertising strategy, including spend, ...

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 ...

How accountable can advertising get? Realistic advertising assessment should focus on brand effects, not sales effects, and hindsight is more practical than prediction. This is illustrated with two ex ...

Discusses how advertisers should adjust their spending in a recession. Other papers on the subject are arranged in order of increasing persuasiveness/usefulness, the main criterion for this being rele ...