Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
[1] Jeff Lowe, “The Marketing Dashboard: Measuring Marketing Effectiveness,” Venture Communications, February 2003,http://www.brandchannel.com/images/papers/dashboard.pdf (accessed February 9, 2009); G. A. Wyner, “Scorecards and More: The Value Is in How You Use Them,” Marketing Research, Summer, 6–7; C. F. Lunbdy and C. Rasinowich, “The Missing Link: Cause and Effect Linkages Make Marketing Scorecards More Valuable,” Marketing Research, Winter 2003, 14–19. [2] Cf. Roland T. Rust, Tim Ambler, Gregory S. Carpenter, V. Kumar, & Rajendra K. Srivastava, “Measuring Marketing Productivity: Current Knowledge and Future Directions,” Journal of Marketing 68 (October 2004): 76– 89. [3] Quoted in Bradley Johnson, “Survey Finds CFOs Skeptical of Their Own Firms’ ROI Claims: ANA Confronts Lack of Confidence at Marketing Accountability Conference,” Advertising Age, July 15, 2008, http://adage.com/article?article_id=129629 (accessed July 16, 2008). [4] Ian Ayers, Super Crunchers: Why Thinking-by-Numbers Is the New Way To Be Smart (New York: Bantam, 2007); Jerry Adler, “Era of the Super Cruncher,” Newsweek, September 3, 2007, 42; “The Short Life of the Chief Marketing Officer,” BusinessWeek, December 10, 2007, 63–65. [5] Kris Frieswick, “New Brand Day: Attempts to Gauge the ROI of Advertising Hinge on Determining a Brand’s Overall Value,” CFO.com, November 1, 2001,http://www.cfo.com/article.cfm/3001802/1/c_3046511 (accessed August 15, 2008). Saylor URL: http://www.saylor.org/books Saylor.org 411
14.2 ROI for Broadcast and Print Media LEARNING OBJECTIVES After studying this section, students should be able to do the following: 1. Discuss the usefulness of the metric CPM (cost per thousand). 2. Characterize the usefulness of network TV metrics for providing evidence of message usefulness. 3. Recall the various radio day-parts. 4. Distinguish among the three primary Starch scores. 5. List and discuss the basic principles that increase a print ad’s likely impact on the reader. Traditional (broadcast) media struggle to demonstrate a direct impact on the bottom line. These advertising messages reach many consumers at the same time, and these receivers also get bombarded by a multitude of competing ads and other stimuli that vie for their attention. It’s not easy to connect the dots between a single commercial (or even an entire ad campaign) and the purchases of thousands of people who may or may not have noticed the message in the first place. As we’ve seen, it’s fairly easy for media planners to compute a metric that lets them compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium. This metric is cost per thousand (CPM); it reflects the cost to deliver a message to one thousand people. Because it provides an apples-to-apples perspective, it’s very helpful to have this information in hand. Unfortunately, CPM alone is not a great indicator of ROI: it tells us how good we are at getting our message to an audience but nothing about the impact that message has when it reaches the target. Let’s briefly review some of the other ways advertisers try to provide evidence that the messages they create actually generate value for the client and its stockholders. Network TV For some time now network television has been in a defensive posture as the industry struggles to justify its existence. Some skeptics predict the demise of this medium as an advertising platform because our society is too fragmented for it to be effective. Note: this criticism certainly doesn’t apply to directresponse TV (DRTV), where sales are directly linked to on-air programming or “call now” ads. When a shopping channel like QVC puts that unique cubic zirconium ring on the air, the network knows within minutes whether it’s a winner. Saylor URL: http://www.saylor.org/books Saylor.org 412
- Page 362 and 363: 1. Define relevance and resonance.
- Page 364 and 365: The common denominator among the mo
- Page 366 and 367: [5] Quoted in Geoff Colvin, “Sell
- Page 368 and 369: In 2007, Dial rebranded its Soft &
- Page 370 and 371: It also helps when viewers don’t
- Page 372 and 373: The solution? Advertisers need to s
- Page 374 and 375: [2] David Carr and Tracie Rozhon,
- Page 376 and 377: providing our consumers with even m
- Page 378 and 379: Tupperware Chairman-CEO Rick Goings
- Page 380 and 381: KEY TAKEAWAY An executional framewo
- Page 382 and 383: 1. Characterize the members of an a
- Page 384 and 385: Art direction has grown in importan
- Page 386 and 387: You can explain why having an emoti
- Page 388 and 389: 3. Go to at least one favorite maga
- Page 390 and 391: accomplished this by designing mult
- Page 392 and 393: As you saw in the media plan we pre
- Page 394 and 395: 13.4 TV Another important element o
- Page 396 and 397: Figure 13.7 The banners titled “P
- Page 398 and 399: The “Keywords” banner ads were
- Page 400 and 401: 13.7 NewsBreaker Game Another insig
- Page 402 and 403: 13.8 NewsBreaker Live The final pus
- Page 404 and 405: 13.10 Spectrum Home Page Figure 13.
- Page 406 and 407: 14.1 ROI: Show Me the Money LEARNIN
- Page 408 and 409: Marketers echo this pessimism; many
- Page 410 and 411: The ROI for any campaign must relat
- Page 414 and 415: While an advertiser in the 1960s co
- Page 416 and 417: National cable metrics from the msn
- Page 418 and 419: Figure 14.8 msnbc.com purchased a
- Page 420 and 421: Read Most: The percentage of reader
- Page 422 and 423: Double-page spreads and bound multi
- Page 424 and 425: 14.3 ROI for Alternative Media LEAR
- Page 426 and 427: Outdoor advertising is quickly movi
- Page 428 and 429: procure products they needed to dre
- Page 430 and 431: Figure 14.15 Chart tracking number
- Page 432 and 433: Online advertising formats have his
- Page 434 and 435: Figure 14.18 In order to optimize o
- Page 436 and 437: In addition to measuring elements o
- Page 438 and 439: Figure 14.24 SS+K compared the rate
- Page 440 and 441: Table 14.1 Final Takeaway and Lesso
- Page 442 and 443: [2] “The Association of National
- Page 444 and 445: 14.4 Exercises TIE IT ALL TOGETHER
- Page 446 and 447: site. Summarize what you have learn
14.2 ROI for Broadcast <strong>and</strong> Pr<strong>in</strong>t Media<br />
LEARNING OBJECTIVES<br />
After study<strong>in</strong>g this section, students should be able to do the follow<strong>in</strong>g:<br />
1. Discuss the usefulness of the metric CPM (cost per thous<strong>and</strong>).<br />
2. Characterize the usefulness of network TV metrics for provid<strong>in</strong>g evidence of message usefulness.<br />
3. Recall the various radio day-parts.<br />
4. Dist<strong>in</strong>guish among the three primary Starch scores.<br />
5. List <strong>and</strong> discuss the basic pr<strong>in</strong>ciples that <strong>in</strong>crease a pr<strong>in</strong>t ad’s likely impact on the reader.<br />
Traditional (broadcast) media struggle to demonstrate a direct impact on the bottom l<strong>in</strong>e. These<br />
advertis<strong>in</strong>g messages reach many consumers at the same time, <strong>and</strong> these receivers also get<br />
bombarded by a multitude of compet<strong>in</strong>g ads <strong>and</strong> other stimuli that vie for their attention. It’s not<br />
easy to connect the dots between a s<strong>in</strong>gle commercial (or even an entire ad campaign) <strong>and</strong> the<br />
purchases of thous<strong>and</strong>s of people who may or may not have noticed the message <strong>in</strong> the first place.<br />
As we’ve seen, it’s fairly easy for media planners to compute a metric that lets them compare the<br />
relative cost-effectiveness of different media <strong>and</strong> of spots run on different vehicles <strong>in</strong> the same<br />
medium. This metric is cost per thous<strong>and</strong> (CPM); it reflects the cost to deliver a message to one<br />
thous<strong>and</strong> people. Because it provides an apples-to-apples perspective, it’s very helpful to have this<br />
<strong>in</strong>formation <strong>in</strong> h<strong>and</strong>.<br />
Unfortunately, CPM alone is not a great <strong>in</strong>dicator of ROI: it tells us how good we are at gett<strong>in</strong>g our<br />
message to an audience but noth<strong>in</strong>g about the impact that message has when it reaches the target.<br />
Let’s briefly review some of the other ways advertisers try to provide evidence that the messages they<br />
create actually generate value for the client <strong>and</strong> its stockholders.<br />
Network TV<br />
For some time now network television has been <strong>in</strong> a defensive posture as the <strong>in</strong>dustry struggles to justify<br />
its existence. Some skeptics predict the demise of this medium as an advertis<strong>in</strong>g platform because our<br />
society is too fragmented for it to be effective. Note: this criticism certa<strong>in</strong>ly doesn’t apply to directresponse<br />
TV (DRTV), where sales are directly l<strong>in</strong>ked to on-air programm<strong>in</strong>g or “call now” ads. When a<br />
shopp<strong>in</strong>g channel like QVC puts that unique cubic zirconium r<strong>in</strong>g on the air, the network knows with<strong>in</strong><br />
m<strong>in</strong>utes whether it’s a w<strong>in</strong>ner.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
412
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