Advertising
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Brain Sells
Google's SVP of Product Management & Marketing Jonathan Rosenberg speaks practically about the things he learned at Google about being innovative. A lot of it can be applied to advertising agencies and our clients.
How meerkat Aleksandr Orlov helped increase the market for TV ad
Aleksandr Orlov: the meerkat has helped take Comparethemarket.com to fourth place among UK price comparison sites
Marketing decision makers are increasingly aware of the importance of shareholder value maximization, which calls for an evaluation of the long-term effects of their actions on both product-market response and investor response.
The Direct and Indirect Effects of Advertising Spending on Firm
Hysteresis In Market Response: When Is Marketing Spending An Inv
Conventional wisdom says that it takes ever increasing marketing budgets and/or lower prices to create sustained growth in sales, which may or may not be profitable in the long run. However, some documented cases and conceptual evidence suggest that marketing spending or prices can exhibit hysteresis in market response, a condition where temporary changes in the marketing mix are associated with permanent movements in sales performance. As such, hysteresis creates a long-run investment benefit from marketing actions, which can be highly beneficial to the firm, or detrimental to competition.
Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities. As a result, advertisers often instinctively match competitors' spending proportionately when it is monitored. The weakness of such a competitive parity approach is that they implicitly assume zero-sum competition only.
CJO - Abstract - Estimating Advertising Effects on Sales in a Co
M.E. Sharpe, Inc. - Book Information
Description: The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. When Ads Work argues the opposite--that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales.
You probably know these online videos like human tetris. I’m quite sure that one of your colleagues sent this sort of thing to your Inbox.
One Trouser blog: Case Study: Cadbury Eyebrows Sold More Chocola
Our training is fuelled by best practice from brands that have achieved excellence in digital marketing, digital strategy and digital media. Agencies from any country can submit case studies for the Digital Training Academy to consider. On this page you'll find a few that of the digital marketing case studies we've recently accepted and we hope you enjoy learning from them.
Case study library from Digital Training Academy
crackunit.com | iain tait's blog about things
You might all think that I’m having some kind of mid-life blogging crisis – and you’re probably spot-on. But I try and explain a little bit about why I’ve decided to do this in my first post over there . I hope you’ll understand.
A combination of temporary conditions such as environmental factors or price cuts may permanently affect a company’s market share. What causes the phenomenon of hysteresis in marketing? Can companies predict and take advantage of this effect? Equally important, can they avoid becoming its victims? Do temporary events lead to permanent changes in market positions? For example, will the confrontation with Greenpeace at the Brent Spar oil rig in the summer of 1995 permanently damage Royal Dutch Shell’s image and market standing?
Hysteresis in Marketing — A New Phenomenon? - The Magazine - MIT
Let’s jump right in: With all this push for brands to “engage” in the social media space these past few years, the endless brouhaha of so-called Engagement strategies, bizarre measurement schemes like Return On Engagement and even the creation of new roles like Chief Engagement Officers and Engagement Strategists, you would think that engagement would be pretty high on every brand’s priority list by now. More to the point, you would think that after 3 (and in many cases 4) years of building social media programs and managing online communities on Twitter, Facebook, Youtube, etc., most companies would have this stuff kind of figured out. We aren’t talking about really complicated stuff here.