Subject Index
 

Conventional marketing-mix econometric models are inadequate for measuring the true return on marketing investment (ROMI) because they only show incremental or short-term sales effects, and ignore the ...

This paper describes market mix modelling (MMM), also called econometrics. Alongside discussing best practice, it emphasises the need for strong management support. Alternative measurement procedures ...

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 ...

Joe Mandese, in his regular column from the US, looks behind the scenes of Wal-Mart's recent appointment of Draft FCB (a newly fused agency combining direct response and brand advertising expertise) a ...

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 ...

Martin Hayward and Nigel Paice, from dunnhumby, believe that reliance on intermediate variables, such as awareness or attitudinal measures, will soon become a thing of the past for campaign evaluation ...

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 ...

Peter Rosenwald, author of Accountable Marketing: The Economics of Data-driven Marketing, explores the cost/benefit relationship of CRM. Using examples he illustrates how CRM costs can be modelled, an ...

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms t ...

In answer to the question “Will we be able to measure and disentangle the effects of multimedia and multi-channel campaigns on brands in ten years time?” Paul Baker, managing director of Ohal (Europe’ ...

Karl Weaver, Data2Decisions, looks at econometrics and its role in quantifying the impact of advertising. He outlines a set of guidelines to help clients in the selection of a modelling consultancy a ...

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 ...

Andrew Green, of billets connections, looks at the fundamentals of TV audience research and outlines four ways to make it more relevant to efficient planning. He starts by explaining the new ARF medi ...

This Best Practice article outlines the theory and practice of market modelling, especially econometric and marketing-mix modelling. With its comprehensive reading list, the article covers the role o ...

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limit ...

Louise Cook, partner at Holmes & Cook, argues that econometrics has a lot to contribute in the evaluation of integrated marketing campaigns. She discusses four areas that need to be considered for us ...

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 ...

The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicab ...

In this introduction to Admap’s focus on measuring ROI (March 2004), the only two ways of measuring bottom-line success of marketing effectiveness – modelling and measure-and-test - are briefly descri ...

Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities. As a result, advertisers often instin ...

Kate Watts argues that media-neutral planning and integrated communications are the result of a change in the nature of authority structures (deference), and out-dated advertising awareness models - w ...

Andrew Cohen argues that success in today's market place comes from 'connectivity' (shrinking the gap between brand and response), and this demands a balanced combination of brand building and respons ...

Bruce Hall introduces a new model on how advertising works. The model identifies three phases - pre-experience exposure, experience and post experience exposure. He describes how advertising is used t ...

This conceptual paper concerns information processing, and focuses on the methods and mechanisms used by marketers and academics in attempting to explore mental processes, particularly regarding perce ...

This is a case study for an unnamed brand within the analgesic sector for mouth pain relief. The authors describe action taken, prompted by the arrival of a new and highly successful competitor. The ...

This paper underscores the fact that sales are the most important measure of any type of branding. The authors have observed that there is almost total focus on the consumer 'buying cycle', the are ...

Paul Dyson discusses the use of models when setting advertising budgets, he suggests that modelling agencies should realise that marketing teams are now more sophisticated than in the 1980s and early ...

In the light of market conditions in 2002, the author discusses the two main methods in the USA for evaluating advertising's return on investment: marketing mix analysis via marketing modelling and in ...

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 ...