Communication management: Evaluation

 

Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency. Whereas mixed media campaigns can help, they also show that consum ...

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 ...

In times of media audience fragmentation and astronomical costs involved with launches of new TV shows, this paper focuses on providing broad, actionable directions towards audience creation for new T ...

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with ...

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 ...

A theoretical media consumption rather than a media distribution model was proposed at the ESOMAR 2004 WAM conference to provide understanding of how media advertising “works” in the 21st century. Thi ...

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

In his regular comment on the US advertising scene, Joe Mandese discusses the two big marketing initiatives taken by Proctor & Gamble in 2004. Firstly, their championing of ‘a channel neutral approa ...

Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations. In this article, the authors review three bas ...

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 answer to the question “Will we be able to measure and disentangle the effects of multimedia and multi-channel campaigns on brands in ten years time?” Paul Baker, managing director of Ohal (Europe’ ...

Stuart Agres, Bill Mount and Jim Spaeth, founding partners at Sequent Partners, show how marketing activities contribute to shareholder value – and describe how to measure it by bridging marketing and ...

This article introduces Admap’s Anniversary issue section on ‘accountability’. It concludes that while measures must focus on sales and profits, they must also take account of brand health which bui ...

Colin McDonald and Rachel Kennedy investigate the majority of marketing campaigns - those which seem to have little or no effect on sales or share. They argue that because repertory buying behaviour ...

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 ...

In this article on managing the communications function the author discusses the need to justify expenditure in terms of return on investment. He asserts that the traditional ways of determining the ...

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 ...

Communication Management is the planning, implementation, control, evaluation and optimisation of marketing communication. It is often viewed by advertisers as vital for optimal results from their mar ...

2001 campaign to persuade drivers in Quebec to reduce their speed, especially in 90 km/h zones. TV shock-based advertising used, at relatively modest weight. Results: 4.5% decrease in casualties due t ...

Uses analyses from the PIMS database to determine what elements in the marketing mix, as well as total marketing spend, have most positive impact on profits. The marketing mix study focuses on over 50 ...

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 ...

Much of the literature regarding the advertising of services implies that services are more difficult to communicate than non-services. Assuming that this is true, is it reasonable to expect that serv ...

This review of 101 marketing communications texts identifies the five ancestral communication theorists whose work is cited most often: Lasswell, Shannon and Weaver, Schramm, Berlo and Klapper. Their ...

Few studies have specifically addressed information processing by older consumers. Yet, the growth of the elderly as a consumer group makes this an issue of vital importance to marketers and advertis ...

This paper sets out to describe how to maximise the value-added role of research in the business-to-business communications process. The various areas in which research can contribute are considered, ...

The amount to spend on advertising is determined by a process, not a formula. This practical guide examines the whole of this process, from understanding the brand's budget to assessing what a campai ...

This paper goes into considerable detail to describe the IBM philosophy with regard to their advertising expenditure and the way in which they use research to develop, tune and track the effectiveness ...

This paper sets out the four key requirements imposed by Air Products on their marketing communications expenditure. It goes on to review the way in which business publications can address these requ ...