Historically, much of what we have learned about payback to advertising has come from tracking Consumer Packaged Goods (CPG) on television. The data typically show that advertising investments do not payback short term, but require several years. This paper compares advertising ROI for CPG and Non-CPG brands. These data show that advertising is more likely to pay back in the short term for non-CPG brands and that higher ROI correlates with brand size.
Arbitron's Portable People Meter (PPM) results provide 'real' cross-media duplication between radio and television. PPM differs from present currency-based estimation of random duplication between independent sources for local-market radio and television. This investigation, employing a variety of schedule variations for a variety of demographics, finds that random estimation generally overstates PPM's unified radio and television capture. Results show variations by target demo as well as by the scope of the plan itself. As PPM measurement is deployed beyond Philadelphia, its passive capture of cross-media flow promises a better basis for estimating the value of media-mix schedules.
The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be applied within the current media market framework it will be very difficult to obtain media owner funding for further development. The current impetus for 'media neutral 360-degree planning' will then stall, notwithstanding the well-documented potential benefits in this era of media fragmentation and segmentation. This paper describes the authors' experience in Sweden in providing the media industry with a multi-media and target group survey collected 'single source' for a number of years.
This paper analyzes respondents' free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers' media perceptions.
Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions. The paper outlines a proposal which develops this idea. It proposes a major programme of further analyses of the existing databases in the hands of the major syndicated research services such as purchase panels, shop audits and ad awareness studies. Key aspects and benefits of the proposal are identified. A high level of cooperative effort would be required, involving advertisers, advertising agencies and the research companies. Media owners would also want to be closely involved, but in a different manner because they are not directly involved in the purchase and interpretation of the data to be used. We are on the threshold of being able to build a much improved starter kit of market planning knowledge, with the potential for delivering a greatly improved marketing ROI. The question is no longer how to improve marketing efficiency, but when?
This paper is based on the recent extreme political and economic uncertainty in Argentina and which presented an opportunity to study the relationship between the public and the media mix in this situation.Based on research conducted by D'Alessio IROL, the paper finds the positioning of the media changes in a context of crisis: some increase their audience while others lose audiences, and yet others must reinvent themselves in order to survive.
This paper presents a quick data fusion algorithm (known as predictive isotonic fusion) that is customized on a case-by-case basis. The accuracy of this data fusion for target group ratings was compared against a commercially available syndicated data fusion. The authorrs found that there was no negative trade-offs from the much faster execution times; in fact, there were significant improvements in some cases. Furthermore, this data fusion method can accommodate many more predictor/matching variables which makes even larger improvements possible.
One of the on-going frustrations marketers have expressed about brand tracking research is 'given these results, what action should I take?' In part, this frustration stems from the inability to predict behavior from attitudes and perceptions, but it also comes from the general nature of brand attributes or perceived value measures like trust, reliability, outstanding service, leadership, modernity, etc. McCann Brand Clout Research attempts to take the actionability gap head on. By assessing consumer response to marketing strategy across the complete marketing communications spectrum it provides explicit guidance on where future marketing action would be most beneficial to the brand. In doing so, it addresses the challenges and opportunities of today's multi-channel marketing environment.
This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just the 'silo' properties of each channel, but a plan that has a view on the holistic effects and benefits of combinations. The PointLogic approach steers a highly innovative course between the need for a process-based structured approach to channel planning, and the overwhelmingly important requirement to have a sensitive creative approach that can sit comfortably with the excellent and creative work of communication planners. The case presented in this paper was built in close co-operation with the Rijksvoorlichtingsdienst (RVD).
This paper has two purposes: first, to evaluate the commonly used methods of mixed media analysis in the light of relatively new research amongst users of such techniques; and secondly, to re-visit a data integration technique, first described by Dina Raimondi and Gilles Santini at the Worldwide Readership Symposium in Vancouver 1997, which may well suit more of users' requirements than methods used so far.