The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business. An analytical framework for trading off short-term returns of marketing expenditures versus long-term value building of marketing investments is described. Brand life-cycle analysis is re-expressed in this Value-Earnings framework using current brand histories to reveal that brand life-cycles are a result of management decisions rather than inexorable marketplace forces. An approach to linking marketing activities to financial outcomes, the Marketing Capital Cycle, is described. The Marketing Capital Cycle is demonstrated to enable greater management control over the Value-Earnings trade-off and the route to sustainable profitable growth. Finally, the potential impact of these paradigmatic changes on the methods of market research and the role of marketing are considered.
The objective of this paper is to describe the progress in developing an In-store Audience Delivery measure for the Point of Purchase Advertising International (POPAI). The Audience Delivery measure is being developed to provide the industry with a planning and tracking tool similar to those available for other measured media, such as print and broadcast.
This paper is an update of the Advertising Research Foundation's historic 1961 monograph "Toward Better Media Comparisons". It has been revised to include new levels of paid media performance attentiveness, persuasion and response and to consider new media types, especially online media and Interactive TV. The new model contains eight levels at which media performance can be measured to help marketers plan their advertising campaigns: vehicle distribution; vehicle exposure; advertising exposure; advertising attentiveness; advertising communication; advertising persuasion; advertising response; and sales response. The way advertisers think about media has changed in the last forty years. The Internet, Interactive TV and Direct Response advertising have expanded media's job from simply exposing a message to include encouraging and facilitating a response. The concept of recency has focused marketers on advertisingâs contribution to making the next sale. And more and more, it is on response that media are being judged. Media measurement has no choice but to follow mediaâs newly expanded purpose.