Subject Index
 

This article argues that while the practice of multi-channel and multi-discipline campaigns is increasing, techniques to evaluate their effectiveness have not kept pace. A more holistic approach is ne ...

Advertisers are often too quick to define their campaigns in terms of the size of the available budget, with the typical response to limited resource levels being that the creative will have to 'punch ...

This article is based on the authors' book 'Marketing in the Era of Accountability', in which they analysed 880 advertising case studies from the IPA Awards dataBANK to determine common aspects of eff ...

Addressing the hot topic of accountability, Les Binet and Peter Field argue in their Viewpoint for a change of emphasis in the metrics traditionally used for measuring the impact of marketing. Their v ...

This paper proposes a new model of advertising research based on the new understanding of the mind provided by brain science. It hypothesises that much advertising nowadays works implicitly – either b ...

In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this ‘old world’ thinking, where ‘emotional ...

One of the key objectives of advertising is to influence the perceptions customers hold about a brand in their memory. Therefore, when assessing the effectiveness of an advertising campaign, researche ...

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 ...

Dr Hugh Wilson and Lindsay Bruce, from Cranfield School of Management, and Jennifer Love, from IBM Business Consulting Services, explain the importance of finding ways to measure the value generated b ...

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions fo ...

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today’s marketer. Much is riding on the proper evaluation and measurement of the e ...

Online advertising has been with us for over 10 years. During that time two different paradigms have characterized the way the effectiveness of online advertising has been assessed: brand building or ...

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 ...

In this article Robert Heath, The Value Creation Company, addresses the evaluation of advertising that influences feelings and emotions. He explains why claimed ad awareness is likely seriously to und ...

Arie den Boon and Suzanne Bruin argue that proper management of communications requires continuous and immediate feedback of media and creative performance; and, in Holland, this is now possible using ...

In this ‘Best Practice’ paper, Colin McDonald considers the vital subject of measuring advertising performance. He points out the need for clear objectives and illustrates how behavioural and attitud ...

The advertising of prescription medications directly to consumers (DTC advertising) has become a familiar practice in the USA. As with all advertising spending, key questions include: how effective ...

Evaluating the results of an advertising campaign is a complex undertaking, not least because the demands on such an enterprise depend on the perspective which is adopted. This paper argues that certa ...

In this final article on advertising research for the third millennium Spike Crampthorne asks readers to consider the approach to advertising research in 1982 and shows that views widely held at the t ...

Often, advertisers do not have real (electronic) single-source data available for the evaluation of their advertising campaigns. In this article a system is described which may prove useful for such a ...

The authors discuss the importance of assessing advertising effectiveness and relating this to return on investment. They feel that measures must relate to the stage a brand occupies in the brand lif ...

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 is a response to the review in March Admap of the book 'The Ultimate Secrets of Advertising' by its author John Philip Jones. This open letter states that the reviewer of the book ignores accoun ...

This paper describes the preliminary studies of the effect of advertising and promotion on purchases using the British single-source database Adlab. STAS and logit modeling are the two measures studie ...

Short-term advertising strengths (STAS) measures were introduced by John Philip Jones (1995). They represent one of the first attempts to analyse single source data systematically. ASTAS is a new atti ...

Advertising in almost any form of media is very expensive and, as such, those who plan and create it need to be able to assess the type of results it is getting, and how an improved performance may be ...

Advertisers seeking to gain a genuine understanding of any category or market need to be able to assess the strength of their own brand and those of their competitors. Successfully comparing brands an ...

ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of ‘real single source data’ and with a media envi ...

Advertising accountability demands that advertising efficiency be measured, maximized, and benchmarked. In this paper we demonstrate the application of Data Envelopment Analysis to benchmark advertisi ...

This paper covers the methodologies used and offers pointers on choosing the most appropriate testing technique. This includes following the advertising process through from the storyboard to the fini ...