This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate how different marketing practices contribute to generate brand sales. Measurement methodologies consist of different approaches, for which we provide detail. Our conclusions are towards (1) validating effectiveness of different advertising practices based on evidence produced by experiments and (2) the adoption of a test-and-learn mindset, where brands continuously generate evidence of how their advertising practices work to produce results, is fundamental to growth in a rapidly changing environment.
This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate how different marketing practices contribute to generate brand sales. Measurement methodologies consist of different approaches, for which we provide detail. Our conclusions are towards (1) validating effectiveness of different advertising practices based on evidence produced by experiments and (2) the adoption of a test-and-learn mindset, where brands continuously generate evidence of how their advertising practices work to produce results, is fundamental to growth in a rapidly changing environment.
The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the models internal measures rather than external comparisons such as pre- and post-test validations. The model states that all effective advertising, anywhere in the world, must accomplish three goals: attract an audience, clearly link the ad to the brand in the viewer's mind, and motivate the viewer to take action. The model clearly defines key measures that determine Attention, Brand Linkage and Motivation scores. This paper reports data obtained from over one hundred thirty (130) pre-tests conducted in the United States, Europe and Asia Pacific for multiple clients.
To date, the majority of research metrics have been largely geared towards direct marketers. Recently more tools are becoming available to allow organizations to measure the brand effectiveness of their online campaigns using relevant metrics such as brand awareness, advertising awareness, element recall and purchase intent. By arming organizations with this knowledge, research can help marketing organizations better understand the ROI of their advertising initiatives. This paper examines one example of online brand advertising measurement. In this case the direct correlation between frequency and relevant brand metrics is studied.
This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that describe average week results and radio campaigns consisting of three to eight weeks of advertising. The result of the conducted research is a formula that enables an accurate evaluation of the reach and frequency of multiple week radio campaigns based on multiple observations in radio research. Most of todays radio research can deliver only limited data on the listening behaviour of radio audiences. Because of the constraints of methods, data covering more than one week of the radio life of respondents are rare. But radio-advertising campaigns tend to stretch out between three to eight weeks. To solve this inconsistency a new multiple week reach model for the Dutch market has been developed. This paper describes the process and results of developing this new reach calculation. An actual live case from a user perspective is included in this paper.
Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the validity of the information and attitude indicators is based on the assumption of a step process in buying decision, the purchasing act necessarily resulting from the declared readiness to buy. Only experimental micro test markets like GfK BehaviorScan are appropriate for questions concerning economic advertising success, advertising success including the complete marketing success, and the course of time.
Advertising performance is probably the most discussed subject amongst marketing and advertising people, particularly in the pharmaceutical field. This paper discusses the way that Ciba-Geigy and their advertising agency, the General Advertising Company of London Limited, measure advertising effectiveness, collate and store this data, and use the cumulated data base to optimise media scheduling and improve advertising effectiveness. Additionally, the paper discusses the way that this unique data base can be used to quantify the effects of alternative advertising and media strategies, and provide a clearer scenario for decision making.
Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way advertising works, such as brand awareness and brand image. They appeared to be very stable over time and their relations either with campaigns, or with brand share did not appear at all clear. Consequently, it was decided to start a new system, based upon a more progressive approach. This system was worked out jointly by Nestle Research Department and Marc Vincent, based upon a theoretical framework developed by the latter. Through a satisfactory 3-year test period with one product- line (1975 - 77) , the system has been fully applied in the Company, from 1978.
Introductory paragraph to "Miscellaneous" section of the book "Market researches look at advertising".
As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial press showed that the latter was responsible, in 26% of cases, for the discovery of suppliers in industry ; in this respect, performance is higher than for exhibitions (19% only). Furthermore if a manufacturer is noticed and remembered because of an advertisement in the industrial press, his chances of being chosen as supplier are increased by 65%.