Defining Media Brand Equity and its Value for Measuring Advertising Effectiveness

Jack Myers

Argues that media will increasingly be judged by advertisers according to how well they help to build brand equity relationships with customers.

Defining Media Brand Equity and Its Value For Measuring Advertising Effectiveness

How consumers and marketers will navigate the myriad of choices in the new media economy

Jack Myers, The Myers Group

In 1992, advertising’s share of the marketing communications budget reached its historical Low point – only 22 percent of total spending. Just ten years earlier, advertising’s share had been 40 percent. The beneficiary of advertising’s decline over that ten-year period was almost exclusively trade promotion. (Source: Donnelly Marketing, Nielsen Marketing Research, The Myers Group). Since 1992, media advertising has reversed its downward trend and, as we enter the...

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