Media & Events

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Not All Impressions Are Created Equal
Abstract: Every marketer understands that some contact points are better than others for certain purposes. The same contact point might be great for a marketer focused on the immediate conversion to purchase, but lousy for repositioning their brand. This "impressions have different values for different situations" reality has been demonstrated through a wide range of research, yet the planning tools available for building contact plans, buying media, and stewarding the purchase have not allowed for Impact Based Planning (IBP) – until now. This paper reviews a first of its kind partnership between ROI research firm (Marketing Evolution) and media planning tool provider (Telmar). The paper examines the analysis of over 300 plans using a relatively new tool called TMR (Telmar Matterhorn ROI) to perform IBP. Based on a comparative analysis of IBP versus traditional planning, we consider the industry implications of adopting impact based planning and consider the ramifications to marketers, procurement, agencies and media owners in the IBP media planning landscape.

The Momentum Effect
Abstract: As the premier marketing ROI measurement firm, Marketing Evolution forecasts the value of Social Networking to most marketers to represent another key channel of communication that must be planned and budgeted side-by-side with Television, Magazine, Online, Radio, etc. The impact from these initial studies is so strong that it makes Marketing Evolution pause and ponder the profound implications to Marketing as well as the window of opportunity for savvy marketers to trounce slower competitors. The research offers specific guidelines on how to measure and manage the value creation to achieve maximum results. Considering both the value to the marketer as well as to the consumer. In looking at value to the consumer, the white paper unlocks secrets to getting the most out of Marketing holistically while also addressing SN Marketing specifically. The Momentum Effect concludes by tackling some big unanswered questions, and pointing the way to new areas for Marketing R&D.

The Collective Brain - Why Market Research Will Be Over-Run By the Software Powerhouses, and What You Can Do To Compete
Abstract: This paper defines the concept of “the collective” and through a case study, illustrates the leading companies that are implementing it, highlights the implications to research firms and offers strategies for competing in this new landscape. Rex Briggs explores the ways in which software such as Marketing Resource Management (MRM) and Cross-Channel Campaign Management (CCCM) are changing the face of marketing and are poised to re-organize the market research industry, and suggests how research companies can compete.
Download shorter 1300 word version: The Collective Brain Short Version

Cross Media Measurement - The new medium necessitates a new approach to an old problem
Abstract: The Dove Nutrium Bar Cross-media case study represents a breakthrough in marketing mix measurement. It answers the question of where online media fits into the overall marketing mix. In answering this question, it applies a combination of best practice research techniques, which this paper will review. The findings shed new light onto the complementary nature of Online and Offline advertising  and reinforce the idea of ‘surround-sound marketing’.

5 Platinum Rules to Online Advertising Creative
Abstract: Online advertising can deliver platinum results, but just like any media vehicle, under-performing creative can sabotage a campaign. Good strategy and effective creative execution are necessary ingredients to achieve success. Below are five crucial elements of successful online advertising creative.

Evaluating the Return on Marketing Objectives - The Case of the 2004 Ford F-150 Launch
Abstract: The Ford F-150 is used as a case example to illustrate how effectively comparing media results can improve resource allocation and maximize productivity from media expenditures. Cross-media analysis compares interactive media with traditional campaigns to help marketers allocate their limited resources.