Advertising’s greatest hits: profitability and brand value

Using the experience of measuring advertising payback accumulated at Data2Decisions, Paul Dyson and Karl Weaver discuss the ten factors that have the biggest impact on advertising profitability, in order, in the short-term.

Advertising's Greatest Hits: Profitability and Brand Value

Paul Dyson and Karl Weaver

There are many theories about how advertising works – from immediate 'new news' call-to-action-type advertising, to the more subliminal 'low involvement processin

1. P Dyson: Advertising profitability – size matters. Admap, November 2003. 2. E Ephron and G Pollak: The curse of Lord Leverhulme. Admap 441, July/August 2003. 3. N Hollis: The link between TV ad awareness and sales. Journal of the Market Research Society 36(1), 1994. 4. P Dyson: Justifying the advertising budget. WARC conference paper, January 1998. 5. P Dyson and A Jones: Effective frequency on TV – some practical lessons. MRG Conference Paper, 1995. 6. T Acreman, P Dyson and A Farr: Making the most of your communications. Millward Brown conference paper, April 2002. 7. S Broadbent: What do advertisements really do for brands? International Journal of Advertising 19(2), 2000. 8. L Lodish, M Abraham, J Livelsberger, B Lubetkin, B Richardson and M Stevens: A summary of 55 in-market experimental estimates of the long-term effect of TV advertising. Marketing Science 14(3).

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