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July 24, 2006

Myths and Truths About Advertising Effectiveness – Part 2


Continued from my last post ...

Based on nearly 50 years of industry research, Tellis has developed several conclusions about advertising's effect on sales. Here are a few.

1. Weight alone is not enough. Very often, when an ad campaign is not meeting its goals, the first "fix" that comes to mind is to extend the flight length, or "weight," of the campaign. But studies have shown that increasing campaign weight is not enough to affect a change in sales, particularly in mature, saturated markets.

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July 17, 2006

Myths and Truths About Advertising Effectiveness – Part 1

Dramatic advertising successes — defined as a huge increase or reversal of a brand's performance due to advertising — do happen, but they are rare. Heavy competition, combined with the challenges of coming up with new, winning creative, make this task difficult (though not impossible) to achieve.

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June 26, 2006

Causes of Marketing Misalignment

Marketing carries with it a lot more challenges today than it did even five years ago. Many internal and external forces work to undermine the prospects of marketing alignment in ever more subtle ways.


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June 19, 2006

Alignment: The First Ingredient of Marketing Accountability

Psst. Want to know the secret to better marketing ROI? Just hire a statistician, add some complex analytical models to measure the marketing mix, and VOILA! you’ve got it.

That is overly simplistic and wrong, isn’t it? If it were that easy, we’d all know exactly what we were getting for our marketing dollars. The truth is that it isn’t even close to being that easy.

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June 12, 2006

Satisfaction is NOT Loyalty

Over the years, most companies have acknowledged that happy customers are more likely to be repeat customers than unhappy ones. Owing to the difficulty of defining “happy,” loyalty indicators predominantly have been linked to satisfaction measurement. Some have even gone further, setting their sights on nothing less than “delighting” customers or eliciting the rare reaction of “wow.”

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June 5, 2006

Making Six Sigma Work IN Marketing: 7 Things the Black Belt Can Do

According to marketers who are admitted reluctant converts to Six Sigma, there are a few things the Black Belts can do to ensure a faster adoption curve and achieve better results within marketing.

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May 30, 2006

Making Six Sigma Work FOR Marketing: 2 Good Places to Start

Few people are opposed to implementing Six Sigma processes, if the right areas can be found within the Company. The challenge is even greater within marketing departments with their ad hoc processes and short timelines. There are, however, a couple of Six Sigma "tools" that can be immediately implement in marketing with almost guaranteed success. Better yet, no statistics are required!

Process Mapping

Want to get 25% to 33% more accomplished with the same resources? That is a typical outcome from a Six Sigma process-mapping exercises.

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May 23, 2006

Setting Priorities to Succeed

The surest way to realize the role of marketing you seek is to begin with the right vision. That means dissecting the customer value chain and finding all the places where marketing can and should play a role in improving it. But before you launch headlong into such an initiative, here are some thoughts on common pitfalls that await...

4 Ways to Lose Your Way

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May 9, 2006

The Business Case for Loyalty

The key to loyalty measurement is having a very clear picture of the economic value you are trying to create. If there is no expectation of superior economic value in either the short or long term, then initiatives intended to inspire customer loyalty can't possibly pass the basic business-case test that returns must exceed investment.


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May 2, 2006

CMOs: Get a Contract

We've all read that CMO job longevity is presently, on average, something less than two years. The 22 months or so CMOs last on the job hardly gives one tenure enough to see initiatives through. The implication seems to be that either CEOs feel CMOs fail to achieve what they were brought in to do or CMOs depart frustrated that they couldn't do what they thought they were brought in to do.

A recent study by the Association of National Advertisers and Booz Allen Hamilton suggests that CMO success is highly correlated to five key components.

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