Half Of All Advertising Doesnt Work, The Trouble Is We Dont Know Which Half!

“ We know that half of all Advertising doesn’t work, the trouble is we don’t know which half!” Presented by: Salil Bhat – 21121931 Adnan Galabhai – 21077819 .

Earlier Models ,[object Object],[object Object],[object Object],[object Object],[object Object]

John Wanamaker (1838-1922) ,[object Object],[object Object],[object Object],[object Object]

Traditional Measurement Methods of Advertising effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object]

Limitations of the Traditional Methods (Dixon & Shapiro,2006) ,[object Object],[object Object],[object Object]

Marketers under Pressure ,[object Object],[object Object]

How can modern marketers be accountable?(Zealey,1996; Rosenwald,2005;White,2007) ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],How can modern marketers be accountable?(Zealey,1996; Rosenwald,2005;White,2007)

Brand Actional Advertising (Haggin,2006):Measurable Sales ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Kraft Approach to Measuring the Impact of Advertising (Stone & Duffy,2003) ,[object Object],[object Object],[object Object]

Empirical Model Fig 1.1: Relationship between sales and advertising (Source: Stone & Duffy,2003)

Finding the Optimum Spend Level & ROI ,[object Object],[object Object],Fig 1.2: Advertising Elasticity Index used by Kraft Foods (Source: Stone & Duffy,2003)

New Thinking: Cognitive Tracking (Beirne et al.,2003) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: Kit Kat Chunky Sun Special Edition Fig 1.3: Kit Kat and Sun in partnership (Source: Beirne et al.,2003)

Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cognitive Tracking Results ,[object Object],Fig 1.4: Sun’s Impact on Brand Perceptions (Source: Beirne et al.,2003)

[object Object],Fig 1.5: Impact of Managed and Unmanaged Communications on Brand Perceptions (Source: Beirne et al.,2003)

[object Object],Fig 1.6: Impact of Managed and Unmanaged Communications on Brand Perceptions (Source: Beirne et al.,2003)

Sun, Kit Kat Chunky: Conclusions ,[object Object],[object Object],[object Object]

“ We know that half of all Advertising doesn’t work, the Trouble is we don’t know which half?” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

To conclude… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Moving down the path to Marketing Accountability Fig. 1.7: Moving down the path to Marketing Accountability (Source: Adapted from See,2007) Risk Taking Transformation Visibility and Financial Controls Senior Level Sponsorship Cross Functionality Marketing Accountability

References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Half Of All Advertising Doesnt Work, The Trouble Is We Dont Know Which Half!

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Half Of All Advertising Doesnt Work, The Trouble Is We Dont Know Which Half!