- Hummer, Starbucks Rated Lowest For Value
Around the Net In Brand Marketing, Thom Forbes - Monday, May 11, 2009
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- 'On-Boarding' For More Productive Agency Relationships
Marketing Daily, Arthur Anderson - Friday, May 8, 2009
Balancing fiscal stewardship equally with attitudes and behaviors that embrace value and collaboration is more important during difficult times. ...
- Defining Agency Fees And Incentives
Marketing Daily, Arthur Anderson - Thursday, May 7, 2009
Performance has to be defined, of course, and it has to be acceptable to both client and agency. ...
- Crafting A Best-Practice Agency Scope Of Work Document
Marketing Daily, Arthur Anderson - Wednesday, May 6, 2009
While models for compensating advertising agencies have changed dramatically over the last two decades - rendering the 15% fixed commission a quaint artifact - along the way one thing h ...
- New Tools for Measuring the Marketer-Agency Relationship
Marketing Daily, Arthur Anderson - Tuesday, May 5, 2009
The agency relationship - representing anywhere from 5-20% of a marketing budget - remains one of the single most important drivers of ROI for an advertiser's marketing communications investment. Switchi ...
- Survey: Metrics Biggest Integration Obstacle
Marketing Daily, Karlene Lukovitz - Thursday, April 23, 2009
The ANA and the 4A's said that the solutions include becoming better educated about digital media, setting clear goals and understanding business objectives up front, understanding the consumer, being willi ...
- Taking Measure: Making the Most of It
Media Magazine, John Nardone - Friday, January 2, 2009
As I write this, no word better describes the 2009 economic outlook than grim. Retail season projections look very pessimistic, and consumer confidence has dipped lower than any point ...
- Managing ROI On A Shrinking Budget
Marketing Daily, Erick Mott - Monday, January 19, 2009
Online marketing campaigns -- including email and Web campaigns -- can become flagship strategies when budgets are cut. These low-cost, high-impact channels pull a lot of weight in any marketi ...
- Click-Through Plus View-Through Completes ROI Measurement
Research Brief, Jack Loechner - Tuesday, November 25, 2008
Evan Neufeld, comScore vice president of advertising solutions, says though "With online display ads yielding click-thru rates of less than 0.1 percent, advertisers can no longer rely on click-throughs ...
- Numbers, Numbers, Numbers ... Is That All There Is?
Around the Net In Brand Marketing, Thom Forbes - Monday, October 20, 2008
It's one of those days when dreary metrics seem to dominate the business pages, as if American business has retreated to the foxholes of balancing spreadsheets from the frontlines ...
- ANA Study: CFOs Don't Believe Marketing's ROI Claims
Around the Net In Brand Marketing, Thom Forbes - Wednesday, July 16, 2008
Six in 10 financial executives believe their companies' marketing departments have an inadequate understanding of financial controls, and seven in 10 say their companies don't use marketing inputs and forecas ...
- Word of Mouth Looking For A Measurement Standard
Around the Net In Brand Marketing, Thom Forbes - Monday, June 30, 2008
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- Taking Measure: Taking Stock of the Trade
Media Magazine, John Nardone - Friday, February 22, 2008
I won't get wistful, but as I write, I'm finishing my last days as president at Marketing Management Analytics before taking over as CEO of [x + 1], a digit ...
- Up Close With Hank: A Look At MTV Networks' Upfront
MediaDailyNews, David Goetzl - Thursday, April 3, 2008
When MTV Networks holds its upfront presentation May 8, it promises to offer a twist on the industry's relentless push for ROI. Enter "Return on Innovation," a catchphrase for t ...
- 'Project Apollo' Demise Blamed On Lack Of Financial Support: Arbitron
MediaDailyNews, David Goetzl - Wednesday, February 27, 2008
"Project Apollo's" demise came principally from advertisers' unwillingness to continue paying for it rather than any dissatisfaction with its progress, Arbitron's top executive said Tuesday. ...
- Marching into Madness
Media Magazine, Tara Walpert Levy - Friday, May 1, 2009
March madness is one of the most exciting sporting events of the year. A significant portion of America watches the tournament unfold - and advertisers invest large sums to acce ...
- Logging In: Another Type of Climate Change
OMMA Magazine, Tony Quin - Wednesday, May 21, 2008
In case you haven't noticed, the economic climate has been getting a good deal chillier lately. Inevitably, this is making for a much more cautious marketing community, with brands contemplati ...
- Logging In: We Are the Beef
OMMA Magazine, Kathy Sharpe - Tuesday, December 2, 2008
In the early 1980s, Wendy's ran a now famous television campaign where a little elderly woman, actress Clara Peller, lifted the top of a hamburger bun only to see ...
