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A majority of companies - about 45 percent - have some kind of marketing accountability program in place, according to a survey by the Association of National Advertisers and Marketing Management Analytics. That’s an increase of 14 percent over last year, the survey found.
Marketers are also cooperating with other departments more than ever before, with 39 percent - or 17 percent more than last year - saying they were working with finance to establish metrics for measuring ROI, writes MediaPost. But the actual form the metrics take varies wildly: 40 percent said ROI goals were formulated by the marketing department using internal benchmarks, while nearly 33 percent said goals reflected broader corporate policies. Consumer attitude and the impact on sales were two metrics used in establishing marketing budgets.
One-third of marketers say there are no written goals of any kind guiding marketing strategy. But as marketers begin developing metrics that help plan for future marketing, they are focusing on a variety of measures: 53 percent said they are developing brand and customer equity models, 43 percent said they are working on predictive models for direct response, 26 percent said they are working to understand the offline impact of online advertising, and 23 percent are working to understand the impact of experiential marketing.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
