Articles tagged with Marketing Effectiveness ROI:
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OCT
2007
Talk Like Them, Too: Marketers Must Explain How Their Strategy Decisions Drive Shareholder Value
Advertising Age,
October 19, 2007 —
They say the first stage of starting a revolution is to begin with the language. OK, here's an attempt: What if marketers started to change the marketing lexicon? For example, instead of referring to the marketing budget, what if they were to call it a loan? One that needs to be paid back, with interest? And that ROI should be recast as a profit or loss? And advertising and marketing channels should be viewed as alternative investment funds designed to maximize marketing profits?
OCT
2007
Talk Like Them, Too: Marketers Must Explain How Their Strategy Decisions Drive Shareholder Value
Advertising Age,
October 17, 2007 —
They say the first stage of starting a revolution is to begin with the language. OK, here's an attempt: What if marketers started to change the marketing lexicon? For example, instead of referring to the marketing budget, what if they were to call it a loan? One that needs to be paid back, with interest? And that ROI should be recast as a profit or loss? And advertising and marketing channels should be viewed as alternative investment funds designed to maximize marketing profits?
SEP
2007
Why CMOs Need to Pay Closer Attention to a New Metric to Focus Investments on the Most Profitable Actions
Advertising Age,
September 12, 2007 —
There are many ways to invest marketing dollars to try to grow revenue, but how many of them really work — and how can we tell which ones will be profitable? Smart companies increasingly are realizing that marketing-investment decisions need to be based on apples-to-apples comparisons, and customer equity is the strategic metric that makes that possible.
SEP
2007
Staid Sunday Magazine Boosts Sales 20% for P&G, Kraft, Campbell
Advertising Age,
September 10, 2007 —
It turns out that Parade, the venerable, some might say frumpy, Sunday magazine inextricably linked to the struggling newspaper industry, is a return-on-investment powerhouse.
At least that's what marketing-mix modeling the publication commissioned from Information Resources Inc. appears to show, in a move that increases the pressure on other media players to similarly prove their worth.
JUL
2007
Marketing Charts,
July 16, 2007 —
Direct mail and email generated the best return on investment among media channels in 2006, according to respondents - both B2B and consumer marketers - to a new Harte-Hanks survey administered by CSO Insights. Among business-to-business marketers, digital marketing - email, websites and online registrations, and search - are seeing increased investments, but a “continuing struggle with data quality” is a “major roadblock to success,” the study found.
JUL
2007
Study Shows Difficulty in Measuring Short-Term Value of C-Suite Position
CMO Strategy by AdAge,
July 9, 2007 —
Pay attention, CMOs: If you've been fighting for more influence with top management, hide this publication — now. A study to be published in the Journal of Marketing that covered 167 companies including Procter & Gamble, Microsoft and Apple over a five-year period concludes that CMOs on top management teams don't have any effect on a company's financial performance.
JUN
2007
Traditional Media Pinched as Largest Marketers Extend Reach Via Internet, Promotions
Advertising Age,
June 25, 2007 —
The top 100 U.S. advertisers last year increased ad spending by a modest 3.1% to a record $104.8 billion. But most of that growth came from "unmeasured" disciplines. In a troubling sign for traditional media, the marketing leaders increased measured media spending by just 0.6%, the smallest gain since the 2001 recession.
JUN
2007
ROI Allows Cuts to Media Spending Without Losing Effectiveness
Advertising Age,
June 12, 2007 —
If you're looking for expansion in U.S. measured media this year, dig out a magnifying glass. Ad spending will total just $152.3 billion in 2007, for an anemic 1.7% rate of growth and the smallest gain since the 2001 advertising recession, according to a forecast from TNS Media Intelligence.
JUN
2007
Ad Dollars Drop, but That Doesn't Mean Marketers Have Stopped Spending
Advertising Age,
June 11, 2007 —
U.S. ad spending — at least the measured kind — fell 0.3% in the January-to-March period, the first down quarter since the ad recovery began in 2002. But a drop in reported ad spending does not mean a drop in marketing spending. That's because what marketers need isn't just measured media; it's measurable results
MAY
2007
Addicted: Too Many Marketers Overwhelm Themselves With Data -- and Then Do Nothing With It
Advertising Age,
May 29, 2007 —
Marketing accountability has a dirty little secret.
The secret is that marketing-accountability programs can be a complete waste of time — unless they are designed to inform business decisions.
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