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Mythbuster: The idea that we learn best from success
Les Binet and Sarah Carter, Admap, December 2013, pp. 9-9
This article discusses the value of learning from failures, as well as successes, arguing that the advertising industry has a tendency to 'sweep failures under the carpet'.
This article discusses the value of learning from failures, as well as successes, arguing that the advertising industry has a tendency to 'sweep failures under the carpet'. A technological marketing solution that failed is highlighted as an example, along with the lessons learnt: beware of fads and fashions, avoid 'groupthink', remember whose money is invested, and beware hasty decisions.
How brands are built in the digital age: Marketing metrics myopia
Nigel Hollis, Admap, December 2013, pp. 32-33
This article discusses the difficulty of measurement in marketing, arguing that some of the things that can be counted are not important, and some important things cannot be counted.
This article discusses the difficulty of measurement in marketing, arguing that some of the things that can be counted are not important, and some important things cannot be counted. This is particularly the case in social media marketing. Three main things that brands should measure in order to understand consumer's predisposition to buy a brand are proposed: meaningfulness, as this accords value to the brand and drives sales volume; differentiation as this drives brand awareness; and saliency which improves consideration. The article argues that these three factors have the greatest effect in combination.
Real-time campaign tracking
Jo Rigby, Admap, September 2013, pp. 36-37
Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking.
Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking. Rather than the traditional approach of taking lessons from the last advertising campaign into the next, real-time campaign tracking allows for optimisation during the campaign. In the case study, the television ad became more effective after mid-campaign optimisation. Using the method described each campaign element and media channel can be analysed separately to understand the effect of each part, as well as the multiplier effect of consumers' exposure to more than one element or channel. These insights allow decisions to be made during the campaign and offer more in depth lessons for future campaigns. In a budget pressured environment this type of in-campaign optimisation allows effectiveness and success to be maximised.
Research excellence: Three Rs that can make research more predictive
Jan Hofmeyr, TNS, In Focus, August 2013
This article provides three core principles that can improve the success of tracker surveys, which currently suffer from falling response rates, faulty answers and flawed analysis.
This article provides three core principles that can improve the success of tracker surveys, which currently suffer from falling response rates, faulty answers and flawed analysis. The three Rs to improve surveys are: a commitment to Respondent-level validity; leveraging Redundancy to reduce survey length and increase accuracy; and focusing on respondent Relevance. When applied to the design of surveys, researchers can deliver immediate benefits: the suggested surveys take less than three minutes to complete, increase the accuracy of answers by 60 per cent or more, and provide more relevant, interesting questions to more engaged respondents.
Continuous Tracking: Tracking at the Crossroads
Gordon Pincott, Millward Brown Points of View, April 2013
This article provides an overview of continuous tracking research, including its history and development and, in particular, the challenges it faces in the immediate future.
This article provides an overview of continuous tracking research, including its history and development and, in particular, the challenges it faces in the immediate future. It argues that tracking studies have become too unwieldy, having evolved from delivering insights into how advertising works towards the overall monitoring of Key Performance Indicators on an ongoing basis. Tracking studies have also faced challenges as media and research environments have changed. The article recommends moving from "tracking studies" to "brand performance programs", which can employ individual tools that are best suited to address each issue. Effective programs should include a detailed understanding of brand equity, continuous monitoring and insights into channel effectiveness and creative power.
Consumer Neuroscience: Application to ad effectiveness
Thom Noble, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
Ways to use neuroscience-based research techniques to measure ad effectiveness are discussed in this presentation.
Ways to use neuroscience-based research techniques to measure ad effectiveness are discussed in this presentation. Such an approach is necessary, given the importance of the subconscious in consumer decision-making. The presentation discusses the benefits of neuro ad-testing, research methods including EEG, implicit testing and eye-tracking, and suggested applications to advertising. Case studies mentioned in the presentation include projects for Fiat and FOX Sport. The presentation concludes with examples of how neuro-marketing can track ad resonance with key brand attributes - and advice on how to get the most from neuro techniques.
Drinkaware: So what difference does it make?
Kate Owen, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation outlines how Drinkaware, a UK-based alcohol-awareness charity, evaluated a marketing communications campaign encouraging parents to having meaningful conversations with their children about alcohol.
This presentation outlines how Drinkaware, a UK-based alcohol-awareness charity, evaluated a marketing communications campaign encouraging parents to having meaningful conversations with their children about alcohol. The charity recreated the campaign journey, and tracked parents' behaviours, attitudes and knowledge, and conducted follow up interviews.
Are we zeroing in on the wrong things?
Sue Unerman, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation discusses media measurement and ROI in the UK. It questions if planners are focussing on the wrong KPI metrics.
This presentation discusses media measurement and ROI in the UK. It questions if planners are focussing on the wrong KPI metrics. Instead it is suggested that the formation of genuine media partnerships and the 'shareability' of a campaign may serve as better performance indicators.
Online campaigns: Mobile measurement
Maria Domoslawska, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation outlines a new methodology for evaluating mobile advertising effectiveness, showing how online re-targeting technology can help fuel insights.
This presentation outlines a new methodology for evaluating mobile advertising effectiveness, showing how online re-targeting technology can help fuel insights. It also includes an overview of the mobile landscape in the UK and the key challenges that marketers face. The research methodology aims to drive conversions by identifying audiences and targets ads to extend reach, maximise revenue and enhance brand awareness. The methodology also seeks to reduce budgets by using the right metrics to validate the audience and understand the impact of each strand of the online mobile campaign.
Mondelez International: Whose fault is it anyway?
Matt Stockbridge, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This brief presentation outlines how Mondelez, the snack foods company, tries to reduce failure and boost effectiveness of its communications.
This brief presentation outlines how Mondelez, the snack foods company, tries to reduce failure and boost effectiveness of its communications. The company uses analytics to make more informed and effective decisions; combines what it knows and what it thinks to drive what it does; and creates an ongoing engagement which enables it to track performance. The presentation uses the example of Mondelez's Milka chocolate bar in Germany to illustrate these themes.
YOU ARE IN THE WARC INDEX:
Evaluation and tracking
Accountability and ROI
Copytesting and pretesting
Emotional and sensory appeals
Long-term effects of communications
Neuromarketing, brain science
Persuasion, preference shift
Psychological effects of communications
Recall and recognition
Sales and market share
Short-term effects of communications
Theories and ideas of communications
Wearout and decay
Effectiveness in media
Digital media effectiveness
Direct mail effectiveness
Newspapers and magazines effectiveness
Outdoor, out-of-home effectiveness
Planning and buying
Media measurement and effectiveness
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