Subject Index
 

The advent of the digital age has changed the way many advertisers perceive how advertising works. In 1991, Mike Hall conducted research among creative agencies and clients and postulated four models ...

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Resear ...

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 ...

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 ...

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 ...

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 ...

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 ...

This paper describes a customer analysis model which the authors call Multi Dimensional Marketing and takes the study of attitude and behaviour differences of different generations to a more precise l ...

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 ...

This article covers three areas of concern to consumers of marketing mix models:- (1) What should the casual consumer of marketing models understand? (2) Why is it important to include timing of ad ef ...

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 ...

This paper demonstrates the use of econometrics in the research environment. Traditional media econometrics has used a decayed TVR approach to account for the effects of advertising. This has helped d ...

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 ...

Argues that there is still a gap between the new media, as driven by the new technology, and how consumers will respond to them. There is little understanding of how people value, consume and interact ...

Argues for the value of econometric methods in measuring the sales effectiveness of advertising. How advertising works, and how it can be measured and modelled, depends on the category: whether or not ...

Explains the fundamental principles of market modelling, as used in Kraft Jacobs Suchard to assess and defend advertising's share of the marketing budget. There are always several perceptions of any ` ...

Describes the Kraft approach to measuring advertising effectiveness. Three approaches are used by Kraft: A) in-market tests and high-spending tests; B) conceptual models; C) empirical analyses. A) can ...

A prevailing view is that increased media weight for frequently purchased brands in mature product categories usually does not lead to increases in sales. However, the role of advertising executional ...

The authors examine a psycholinguistic model of bilingual concept organisation, and extend it to the processing of advertisements by bilingual consumers. The model suggests that second-language messag ...