Subject Index
 

This article discusses 'experiential marketing' (EM), defined as 'a live interaction with consumers, which presents products or ideas within the context of a total brand experience'. EM is said to be ...

For some time, market research companies have been focusing on collecting data and presenting it, instead of analysing the data so that clients can benefit from it. This process can be partially attri ...

'Everyone is going to be talking touchpoints as the year progresses.' This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007. But how is this new focus going to affect th ...

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 ...

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints. For the first time marketers can see the impact on their brand of wor ...

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 ...

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets. As a result, si ...

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 ...

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies. In the evaluated campaigns, the explained variance of the predictive models depends on the ...

Arie den Boon, CEO of Daphne Communication Management BV, and Colin McDonald, describe the benefits of Daphne (the Dynamic Advertising Performance model), a proprietary modelling process and software ...

This issue of Best Practice looks at the best-known tools for monitoring and evaluating communication campaigns. It covers the two main uses of tracking studies: measuring exposure to the advertising ...

This paper addresses the tracking of advertising and marketing communications. It outlines the history and uses of tracking; what is actually measured; ad exposure; brand measures; benchmarks and obje ...

Nigel Hollis, global strategic planning director for Millward Brown, recognises that tracking studies are at a crossroads. For though their basic purpose and value are clear, their quality is becomin ...

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 ...

Children's magazines have the best of both worlds. Occupying that hallowed middle ground between educative aid and desirable treat, they represent a powerful medium through which to communicate with b ...

Neil Coburn, TRBI, believes that many brands are still using campaign tracking methods devised when spot, terrestrial TV advertising was the dominant medium and other activity was seen as tactical. In ...

The authors of this paper review the weaknesses of traditional econometric tracking in the area of marketing communications. The introduce a cognitive tracking technique which they assert improves the ...

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 ...

Some criticism has been raised that tracking systems are inefficient (and do not provide the information needed) when making important media strategy and optimisation decisions. 0MD Denmark has been w ...

Our firm specializes in ad tracking. If there was ever a natural for online research, this is it. We show ads and commercials to people and ask if they recognize them. There are many ways of getting s ...

Traditional tracking research, in which informants are asked whether they have seen advertising recently on TV, in the press, on posters etc., cannot cope with the proliferation of new media. Millward ...

What happens to a brand's equity built through one Line of business - Coffee Shops - when the brand is extended to products sold through other outlets, like supermarkets? Do those reached and affected ...

Collecting regular in-depth information can be exploited better to make tracking useful. The concept of need.states is explained and illustrated and its implications for study design are discussed. Th ...

The article explains how to use targets and norms in tracking and argues that developing brand-specific benchmarks gets real value. 'Good' results of a campaign are judged by their relative merits - r ...

Examines how tracking studies are used and suggests that a long-term brand-based approach has greater value. Tracking (which, in the US, includes sales effects) gives consumer insights. But overrelian ...

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...

There have been many papers written that examine how tracking measures are interpreted, but few about how well the measures themselves work. This paper examines the traditional approach to tracking to ...

Quaker Oats conducts a side–by–side comparative study to assess the feasibility of converting a Rice Cake tracker study from mall to online with positive results.

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

Research often explores the impact that advertising has on consumers. What it does far less, however, is explore the impact of what's already in consumers' minds on advertising. In this paper, we expl ...