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Branding: Why it Matters
2007-03-01 06:51:01
Branding: Why it Matt er s Originally Posted: Branding Strategy Insider, by Brad VanAuken Brands personify organizations and their products and services. That is, brands allow non-human entities to take on human qualities such as trustworthiness, authenticity, vitality and reliability. In this way, brands enable entities to create emotional connections with customers and potential customers, resulting in more frequent usage and greater loyalty. Brands are also the sources of promises to customers. They promise relevant differentiated benefits. Most people associate only one or two attributes with any organization, product or service. Well thought-out branding increases the likelihood that the attributes chosen are relevant, believable, compelling, and are customer benefits that motivate purchase or usage. Proper brand positioning can ensure that people perceive the brand in ways that achieve organizational objectives. Diligent brand management efforts can move people from considering ...
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What?s in a Name: Four Key Criteria
2007-02-25 18:48:03
What?s in a Name : Four Key Criteria Originally Posted: Chief Marketer, By Jonathan Paisner One reason naming a business or a product is so hard: Everyone thinks it?s easy. Saying everything you need to in a few letters or syllables is, in fact, not easy. But how do you know when you?ve succeeded? What makes a good name? The answer: decision criteria based upon a set of defined objectives. Holding a name to an established set of criteria will help you make a decision and drive that decision through the organization. We generally look to four areas: 1) Strategic criteria. Does the name support the positioning and reflect the personality? Is it relevant to key audiences? Is it distinctive in the space? A recent client in the online video space had a name that was more a reflection of where it was than where it is going. Yet because the company was a leader in the category, its existing though outdated name had substantial equity among key stakeholders and customer groups. If it were la...
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Marketers Allocate More for New Media
2007-02-24 00:47:01
Marketers Allocate More for New Media Originally Posted: Adweek, By Steve McClellan Marketers now earmark on average 15% of their media budgets for nontraditional outlets, according to a new survey by the American Advertising Federation. And 73% of those responding said they now allocate up to 20% on emerging or innovative media. Just over 10% of those surveyed said they still earmark all of their budgets for traditional media, while 12% said they direct up to 40% of their ad dollars to nontraditional venues. The survey polled approximately 1,000 ad industry leaders, the AAF said. A majority of those polled (80%) said that the pace of change in media in 2006 was faster than in the previous year. And almost 60% said they anticipate the pace of change to accelerate even more in 2007. The most surprising innovation in 2006 was the rush to advertise in the Second Life virtual community, with 77% of those polled saying they didn’t see that trend coming. The second biggest surprise ...
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12 Podcasts for the Creative Class
2007-02-23 12:46:01
12 Pod casts for the Creative Class Originally Posted: Fast Company , by Leslie Taylor, February 2007 The creative class — the nebulous, but much bally-hooed, demographic made up of knowledge workers, intellectuals, and artists — constitutes an increasing portion of the American workforce. Social scientist Richard Florida, who gave the group its moniker, sees the rise of the creative class as a powerful force that is shaping the economies of post-industrial cities. Yet, today many members of the creative class can live and work anywhere, thanks to home-office technology and the Internet. Working as freelancers, researchers, or in Internet-related fields, the creative class is spreading beyond communities, like Austin or Seattle, that are typically associated with the demographic. Whether they live in Ellsworth, Maine, or Peoria, Illinois, creative professionals still look for ways to satisfy their artistic and technological interests. In towns without Universities or sym...
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Wikinomics: How Mass Collaboration Changes Everything
2007-02-22 00:44:01
Recommended Reading: Wikinomics: How Mass Collaboration Change s Everything by Don Tapscott and Anthony D. Williams Book Description In just the last few years, traditional collaboration?in a meeting room, a conference call, even a convention center?has been superseded by collaborations on an astronomical scale. Today, encyclopedias, jetliners, operating systems, mutual funds, and many other items are being created by teams numbering in the thousands or even millions. While some leaders fear the heaving growth of these massive online communities, Wikinomics proves this fear is folly. Smart firms can harness collective capability and genius to spur innovation, growth, and success. A brilliant guide to one of the most profound changes of our time, Wikinomics challenges our most deeply-rooted assumptions about business and will prove indispensable to anyone who wants to understand competitiveness in the twenty-first century. Based on a $9 million research project led by bestsellin...
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11 Quick and Dirty Ways to Increase Conversions
2007-02-22 00:44:01
11 Quick and Dirt y Ways to Increase Conversion s Originally Posted: Convertup, 2/5/07 Increasing conversion rate can be a daunting task that requires a delicate touch and some expertise, not to mention some trial and error. Don?t be afraid to fail at it - just remember to keep trying until you succeed. If you work hard at optimizing your site, you really can double or triple your conversions. That said, I put together this quick and dirty list to give you a few changes you can make to get started optimizing your e-commerce site for better usability and more conversions. 1. Remove clutter Cluttered web pages are one of the most common mistakes on the Web. For some reason people like to jam all their information on one page. Clean things up by removing distracting, useless images, charts, or text. Provide users with information as they request it. You don?t need to put it all in front of their face at one time. The path you want the user to take should be clear from the homepage. When ...
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5 ways to waste money with PPC advertising
2007-02-21 00:43:01
5 ways to waste money with PPC advertising Originally Posted: DM News, by John Grant, Take Aim Search Pay-per-click advertising is the biggest lead generation breakthrough in a long time. Thanks to its ability to narrowly target prospects, tightly manage spending and precisely measure results, PPC is one of the most efficient lead generation tools ever developed, especially for small and midsize companies. But it has a downside. Because PPC campaigns are so quick to set up and so easy to start, a business owner easily can waste thousands of dollars in a matter of weeks before learning hard (and expensive) lessons about what works and what doesn?t. Here are the most common mistakes made with PPC: Using your home page as the landing page. When you set up a PPC ad, whether with Google, Yahoo or any other search engine, it?s up to you to decide where to direct the people who click on your ad. By default, most firms send clickers to the company home page. After all, they reason, if the ...
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Five Dashboards for Direct Marketers
2007-02-21 00:43:01
Five Dashboard s for Direct Mark et ers Originally Posted: Chief Marketer, By Michael Talbot (Direct) As direct marketers vie for a more strategic position at the executive table, they have a mighty weapon: numbers. Deep inside marketing databases lie the answers to some of the most important questions being asked in direct marketing departments today: How many customers do we have? Are they the right ones? When can we expect to have more like them? Here’s a smart move for direct marketers ? and one that’s possible thanks to the technology you use every day. Mine your databases for essential data the CFO, CMO, and CEO would love to see. Then build digital dashboards that display those data in an easy-to-read visual format. Allow the appropriate people to access the underlying data and feed them into their own measurement tools. The following five dashboards can be created by direct marketers with relative ease: Marketing ROI Measure your return-on-investment progress and ma...
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What Works and What Doesn?t in Online Marketing
2007-02-10 12:40:01
What Work s and What Doesn’t in Online Market ing Originally Posted: eMarketer, 2/2/07 What is the word from the trenches? In an end-of-the-year survey, ad:tech and MarketingSherpa asked online marketers what marketing tactics worked for them in 2006 and what they expected to concentrate their time and spending on in the months ahead. Here is what the online marketers said: First off, and keeping in mind that the sample consisted of the early-adopter ad:tech audience ? not the whole marketing world ? so responses were skewed accordingly, the marketers expect overall online spending to rise slightly from 47% of the budget in 2006 to 49% in 2007. Not much change for a group that has largely already adopted online advertising techniques and strategies. When the marketers were asked what worked best ? and worst ? the results were clearer. Search engine optimization (SEM) showed the biggest jump in 2006, while pop-up ads had the largest decline in favor. In addition, marketers li...
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Forrester Attempts to Measure the ROI of Corporate Blogging
2007-02-08 18:38:02
Forrester Attempts to Measure the ROI of Corporate Blog ging Originally Posted: MarketingVox A new research study (The ROI Of Blogging: The “Why” And “How” Of External Blogging Accountability by Charlene Li, Chloe Stromberg) by Forrester details the risks, costs and benefits of adding a corporate blog to a company’s marketing plan. The study outlines a three-step process by which marketers can examine the key benefits, costs and risks that blogging presents and also understand how blogging is likely to impact business goals writes, Micro Persuasion. The study is intended to help marketers determine whether to blog as well as make choices regarding blogs they’ve already launched. One way to measure the impact of corporate blogging, according to the study authored by Charlene Li and Chloe Stromberg, is to determine how much companies would have to spend on other forms of marketing and advertising to achieve benefits similar to those gained from blogg...
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The 7 Secrets of a Good Marketing Budget
2007-02-08 00:36:02
The 7 Secret s of a Good Market ing Budget Originally Posted: Marketing & Strategy Innovation Blog, Alain Thys By now you should be close to having all of your top-line budgets approved and be heavily into the detail of spending the marketing funds you’ve just been entrusted with. Yet before you rush off to fill the pockets of agency wizards and media-moguls, I’d like to stir things up a bit. For this post, I have come up with 7 budget recommendations against which to benchmark your decisions. While the exact % split is indicative, I’d be interested in how many of you agree this is the way to go. Spend 10% on aligning the people in your organisation to your strategy Even though you think you have explained it, most employees around you are oblivious to the brand strategy you have developed. At the same time, they are expected to deliver on the promises you make in your marketing initiatives. As marketer it is your job to ensure they are capable of doing so. This ...
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Customer-Created Advertising Creates Positive Image
2007-02-07 12:36:03
Customer-Created Advert ising Creates Positive Image Originally Posted: Amercian Marketing Association, Christopher M. Leporini Making consumers creative partners in the marketing process can both engage audiences and boost a company’s image, according to recent research from AMA and Opinion Research Corporation (ORC). The study found that most consumers view companies that use customer-created advertising as being more customer-friendly (68%), creative (56%), and innovative (55%) than companies that rely solely on professional advertising. “More and more companies are giving control of their brands to their consumers,” said AMA CEO Dennis Dunlap in a statement. “The increase in resistance to all forms of marketing has led many organizations to rethink their strategies and focus more on involving the customer in the marketing process to build a sense of collaboration and reciprocity. It is important to consider how companies can do this successfully while rein...
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From Crayons to Calculators (from creative souls to metrics mavens)
2007-02-06 12:35:04
From Crayons to Calc ulator s (from creative souls to metrics mavens) Originally Posted: DestinationCRM, Jessica Sebor, The transition marketers have had to make–from creative souls to metrics mavens–has occurred quickly over a relatively short period of time. Here, a brief on recent developments and some tips for remaining competitive. More of an art, less of a science has been a popular way to describe the marketing world’s behaviors. That world is undergoing a sea change now, and marketers have had to put down their crayons and pick up calculators. The reasons? Finance departments breathe down their necks; accountability restrictions bind them to measurement software; demand for real numbers piles on from all sides. With industry sands shifting under their feet, how are marketers staying competitive? The advent of high-speed Internet has probably been the greatest impetus for the changes marketers have experienced. Broadband penetration in U.S. households was at...
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The New Four P?s: Promoting Predictive Promotion Planning
2007-02-03 00:32:01
The New Four P?s: Prom oting Predictive Promotion Planning Originially Posted: Chief Marketer, By Robert Passikoff, Ph.D. That the variety of promotion tactics and technology has grown over the past decade should not come as a surprise to anyone, particularly the Promotion Marketing Association. If one accepts the premise that promotional devices can engage targets, two critical questions come to mind: Which activities will provide the best return on a promotion investment? How can promotion activities and budgets best be sequenced? To respond to those questions we offer up five absolute certainties about promotional engagement: 1) ?Engagement? is more than ?getting attention,? ?being noticed,? or ?breaking through the clutter.? Coke has no problem getting noticed, after all. 2) Real ?engagement? is the consequence of any marketing or communications effort that results in an increased level of ?brand equity? for the brand. 3) ?Brand equity? is the degree to which a brand is believed ...
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Benchmarks: Worthwhile or a Waste of Time?
2007-02-02 18:31:02
Benchmarks: Worth while or a Waste of Time ? Originally Posted: Jeanne Jennings If you’re a regular reader of this column, you know I’m a fan of benchmarks and industry-average metrics. I like to quantify things, to use numbers to set goals and gauge e-mail campaigns’ success or failure, strengths or weaknesses. In this column, I’ll go over some things to consider when looking at a benchmark. Next, I’ll cover the right and wrong ways to use industry-average metrics. Before you rely on any benchmark, understand how it was developed and what its biases and limitations may be. Be skeptical; that old quote about lies, damn lies, and statistics is completely relevant here. With e-mail benchmarks, I start by considering the following: * Who’s the source of the metric? * What population was studied? * Over what period of time? * What type of e-mail was sent? The Source Most e-mail benchmarks available to marketers come from e-mail service providers (ESPs...
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What CEOs Need to Know and Do About Marketing
2007-02-02 06:30:02
What CEOs Need to Know and Do About Market ing Originally Posted: ManyWorlds: Thought Leadership for Business, by John C. Westman and Philip Kotler CEOs should make marketing their top priority, insist Philip Kotler and John Westman. Despite the numerous and unrelenting demands on CEOs, CEOs must pay much more attention to marketing for two main reasons: continuous and accelerating market change and hypercompetition. These two factors mean that CEOS need to spend more of their time looking outward rather than inward. CEOs cannot act effectively as company visionaries unless they can sense where markets are moving and where their firm should be moving. If they can do that, they can more accurately determine how well marketing is driving the company?s growth. In this article, the authors explain four areas where CEOs should take the initiative to strengthening their company?s marketing performance. Although CEOs are now more likely to understand the importance of centering their busi...
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Marketing To Your Mind
2007-01-31 18:28:02
Marketing To Your Mind Originally Posted, Time, 1/26/07 by Alice Park Are you a Coke or Pepsi drinker? Do you pull into McDonald’s golden arches or prefer to “have it your way” at Burger King? When it comes to toothpaste, which flavor gets you brushing, Colgate or Crest? If you think it’s just your taste buds that guide these preferences, you may be surprised by what neuroscientists are discovering when they peer inside the brain as it makes everyday choices like these. Don’t worry–no one’s scanning your head as you stand in front of the beverage aisle or sit in line at the drive-through. Instead, brain scientists are asking volunteers to ponder purchasing choices while lying inside high-tech brain scanners. The resulting real-time images indicate where and how the brain analyzes options, weighs risks and rewards, factors in experiences and emotions and ultimately sets a preference. “We can use brain imaging to gain insight into the m...
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Online Marketing on a Shoestring Budget
2007-01-30 18:28:01
Online Market ing on a Shoes tring Budget Originally Posted, MarketingProfs, 1/16/07 by Jodi Bash The Web has always been a great way to get information to your target audience but Web sites often require a dedicated Web resource or money to outsource changes that must be made to them, and keeping things updated can be a challenge. Despite these obstacles it is possible?even easy?to interact online with your customers. Here are some examples of real ideas that have met with great success. They will allow you to be more nimble in marketing campaigns and communicate more regularly with prospects and customers in a fashion that they were comfortable with?the Web. Surveys Conducting a survey of your customers or prospects is a must to find out what they like and what they may want to change about your services or product. Your thoughts may wander toward expensive focus groups or hiring people to make phone calls. But with the advent of quick online surveys, both the ease of implementing t...
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Six Tips for Reaching Your Global Customers Online
2007-01-30 18:28:01
Six Tips for Reaching Your Global Customer s Online Originally Posted: Chief Marketer, by Donald A. DePalma With all the buzz around Web 2.0 and search engine optimization campaigns, it’s easy to lose sight of the ABCs of online marketing. Here are six often-overlooked fundamentals to keep in mind: 1. Track your traffic and promotions?then use the data you collect. If you know how customers are finding you, you can better focus your promotional efforts and dollars as well as measure return on investment. Many companies go through the motions of collecting data, but few apply it systematically to all the places they could or should. Start by ensuring that your Website captures visitor paths, landing pages, and exit pages. And don?t forget to include a checkbox in your online ?contact us? form with options to identify how visitors found your site. 2. Experiment with and customize your messaging. The Web and associated marketing tools allow for infinite A/B splits. The ability to ...

Generation We: From Crawling to Social Networking
2007-01-27 00:24:01
Generation We: From Crawling to Social Network ing Originally Posted: MarketingVOX: The Voice of Online Marketing, 1/25/06 As technology moves faster, so does the culture. As a result, new “generations” are created more frequently. The latest to be formed in the wake of Gen Y is Generation We, according to CNET. Generation Me - those are connected teens with their own cell phone language - but Generation We is the newest group, a term coined by Iconoculture. Defined as those below the age of 11, members of Generation We are communicating with each other much faster than previous generations, thanks to technologies, like broadband, that are becoming standard in households. With the increased social aspects of on-demand everything, We’s typically Gen X parents are embracing technology as a parenting tool, looking up a question on Wikipedia, then allotting 20 minutes to watch a TiVO’d program, for instance. And thanks to sites like MTV’s The N, 8-year olds...
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15 Ways to Find New (or Hidden) Global Markets
2007-01-26 12:23:01
15 Ways to Find New (or Hidden ) Global Market s Originally Posted: on MarketingProfs by Laurel Delaney (3 part series) In the new year, what is your global strategy? Your answer is a decision that reflects an analysis of market potential, company capabilities, and the degree of marketing involvement and commitment your management team is prepared to make…. And since strategy drives how we react and address the business issues we face everyday, let?s examine 15 ways to find new or hidden markets in the world marketplace. Hopefully, these ideas will inspire you to respond exactly to the needs of your customers in a whole new way in 2007 and fuel greater sales growth and profitability for your business. Original 5 Ways to Find New (or Hidden) Global Markets (strategies 1-5) 5 More Ways to Find New (or Hidden) Global Markets (strategies 6-10) 6. Cross fertilize your marketing efforts through a variety of industries. For piano wire, market coverage should pollinate over into t...

The 12 Tenets of Social Media Marketing (and Why You Need to Learn Them)
2007-01-24 18:20:02
The 12 Tenets of Soci al Media Market ing (Why You Need to Learn Them) Originally Posted: MarketingProfs Daily Fix Blog, 1/23/07, by B.L. Ochman Marketing is a hard job. It fails almost as often as actors looking for their big break.The delicate relationship between management and marketing is a dance roughly akin to that between fox and hen, but with far less goodwill. To management, you’re only as good as your last campaign. So let’s look at “The 12 Tenets of Social Media Marketing” to see how you can up your success rate. I. The public is the Lord thy God Ultimately, you can succeed only if your communications produce results, which shall be known as return on investment, by reaching the greater public. This can be achieved only if your product doesn’t suck and your communications are not only clear but also interesting. Verily, if you can become a useful source of information, your message may be heeded, or at least looked at ever so briefly. II. Thou...

Marketing Metrics and Financial Performance
2007-01-24 06:19:01
Marketing Metrics and Financial Performance Originally Posted: 4/26/06 in Knowledge@Wharton When companies talk about marketing these days, they are talking about things like promotional strategy, advertising, and distribution; customer perception; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; and sales forces and channels. How does a company measure the effectiveness of the various components of its marketing strategy? What metrics are most effective, and how can these help maximize profits? A new book out from Wharton School Publishing titled Marketing Metrics: 50 + Metrics Every Executive Should Master, identifies the pros, cons and tradeoffs associated with each metric. The book is by Paul Farris, Neil Bendle, Phillip Pfeifer and David Reibstein. Reibstein, a marketing professor at Wharton, agreed to talk with Mukul Pandya, editor in chief of Knowledge@Wharton, and Robbie Shell, editorial director, about this new bo...
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Passionate customers can transform your company- Here?s how
2007-01-22 18:17:01
True Believers Passion ate customers can transform your company. Here’s how to make them your secret weapon Originally Posted: Business Week Online By Amy Barrett, Winter 2006 Each week, Greg Selkoe, founder of streetwear retailer Karmaloop, and a handful of his employees gather in his office overlooking Boston Common to review new designs. The group votes on which, if any, of the T-shirts, jackets, and other clothing should be added to the line Karmaloop sells in its Newbury Street store and online. That may sound a lot like what goes on at most retailers, but what Karmaloop is doing is very different, and not just because the company’s 32-year-old chief executive at times interrupts discussion to blast a tune through the camouflage-covered speakers attached to his PC. What’s worth noting is that the designs are submitted by customers. Since October, 37 designs, out of about 1,000 that have been submitted, have been added to the 33-employee, $4 million company̵...
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Seth Godin on Social Media and Small is the New Big
2007-01-22 18:17:01
Seth God in on Soci al Media and Small is the New Big Originally Posted: Jennifer Jones, MarketingVoices, www.podtech.net “You can’t buy attention. And if you want to be big, you first must think small. Those are some of the beliefs held by marketing guru Seth Godin. He helped to illuminate and define the power of the individual in business and society. Thinking small may be the single biggest shift in marketing today, and impressing four people (not four thousand) is how the best companies practice their craft. For many reasons, Godin believes that marketers now have the greatest moment of opportunity since the invention of the television, but taking advantage of the moment requires courage. “ Resources: Transcript of Seth Godin’s Interview Small is the New Big by Seth Godin Social Networking Sites Fuel E-Commerce Traffic Technorati Tags- Seth Godin social media Dimano marketing web 2.0 Digg This! Reddit! Add to del.icio.us Blink This! Add to Furl P...
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Web Analytics and SEO Campaigns- Weather.com
2007-01-22 18:17:01
Weather.com’s SEO Efforts Rest Heavily on Analytics Originally Posted: www.searchenginewatch.com by Kevin Newcomb, 1/18/07 When creating a search marketing program for Weather.com, the marketing team at The Weather Channel Interactive depended heavily on Web analytics to inform both its organic and paid search decisions. The Weather Channel has used Coremetrics’ analytics for two years, and less than six months into the relationship, Derek van Nostran, director of marketing, started digging into the search data in the application. That led to a comprehensive search marketing plan that rested heavily on site data gleaned from the analytics application. Van Nostran and his team started by developing a plan for Weather.com’s SEO efforts. First, the site was optimized overall for weather-related terms. “Being a leader in the space, there was a feeling that we were entitled to the top spot for certain terms. We got some pushback from management when we tried to e...
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Anywhere the Eye Can See, It?s Likely to See an Ad
2007-01-22 18:17:01
Anywhere the Eye Can See, It?s Like ly to See an Ad Originally posted: New York Times By Louise Story, 1/15/07 Add this to the endangered list: blank spaces. Advertisers seem determined to fill every last one of them. Supermarket eggs have been stamped with the names of CBS television shows (SF Gate). Subway turnstiles bear messages from Geico auto insurance. Chinese food cartons promote Continental Airways. US Airways is selling ads on motion sickness bags. And the trays used in airport security lines have been hawking Rolodexes. Marketers used to try their hardest to reach people at home, when they were watching TV or reading newspapers or magazines. But consumers? viewing and reading habits are so scattershot now that many advertisers say the best way to reach time-pressed consumers is to try to catch their eye at literally every turn. ?We never know where the consumer is going to be at any point in time, so we have to find a way to be everywhere,? said Linda Kaplan Thaler, chief ...
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Three Reasons Your Company?s Strategy May Be Failing
2007-01-22 18:17:01
Three Reason s Your Comp any ?s Strategy May Be Failing Originally Posted: Scott Glatstein, Chief Marketer There are many value-creation strategies your company can follow to marketplace success. Perhaps your organization?s differentiating strategy is to offer outstanding customer success a la department store Nordstrom, to trade on an upscale image as store Mercedes does, or to leverage individualized customization like Dell. Your business strategy defines your company?s intent. In essence, it?s a promise–a promise that defines what your organization intends to deliver to its customers and the marketplace. But articulating a good strategy is only the beginning. It?s the strategy?s execution that determines whether an organization can turn good intentions into profits. Companies invest so much time, energy, and money into identifying market opportunities and developing the perfect differentiating strategy to exploit them. Yet the vast majority of these business efforts fail. Quit...

Fast Company?s Greatest Hits, by Jim Collins, Mark Vamos and David Lidsky
2007-01-22 18:17:01
Recommended Reading: Fast Comp any ’s Great est Hits: Ten Years of the Most Innovative Ideas in Business by Jim Collins (Foreword), Mark Vamos (Editor), David Lidsky (Editor) Book Description Since 1995, Fast Company has been the place to turn for cutting-edge business ideas and profiles of amazing companies and their leaders. This hardcover collection gathers the magazine?s best and most enduring articles, the ones that generated the most buzz and the deepest insights. These outstanding pieces include: ? ?The Brand Called You? by Tom Peters ? ?Free Agent Nation? by Daniel Pink ? ?In Search of Courage? by John McCain ? ?Malcolm Gladwell: The Accidental Guru? by Danielle Sachs ? ?Are You on Craig?s List?? by Katharine Mieszkowski ? ?Everything I Thought I Knew About Leadership is Wrong? by Mort Meyerson As Jim Collins writes in his foreword: ?Imagine you could sit at Thomas Jefferson?s dinner table and listen in on the conversation during the late 1700s. That?s the way I like to ...

Myths and Truths About Advertising Effectiveness ? Part 1
2007-01-22 18:17:01
Myths and Truth s About Advertising Effect iveness ? Part 1 Originally Posted: Marketing Measurement Today, Pat LaPointe Dramatic advertising successes ? defined as a huge increase or reversal of a brand’s performance due to advertising ? do happen, but they are rare. Heavy competition, combined with the challenges of coming up with new, winning creative, make this task difficult (though not impossible) to achieve. When it comes to advertising, Gerard Tellis, Ph.D., knows what works and what doesn’t. For over 20 years, he has studied all aspects of advertising effectiveness as professor of marketing at the University of Southern California Marshall School of Business and in visiting positions at Erasmus University Rotterdam and the University of Cambridge. His work has been published in two books, and he has authored numerous articles in the Journal of Marketing, the Journal of Marketing Research, and Marketing Science. His most recent book, Effective Advertising: Underst...
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