Abstract
This chapter illustrates a process for measuring the returns on brand marketing activities in what is termed a ‘transformational marketplace’. Simply put, the argument is that brand marketing and marketing communication are being transformed by a number of internal and external factors. All will radically change how the discipline will operate now, develop in the future and be practiced and measured going forward. Figure 3.1 illustrates the general discontinuity brand marketing and communication are undergoing.
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Aaker, D.A. (1991) Managing Brand Equity. New York: Free Press.
Colley, R. (1961) Defining Goals for Measured Advertising Results. New York: Association of National Advertisers.
Lavidge, R.J. and Steiner, G.A. (1961) ‘A model for predictive measurements of advertising effectiveness’, The Journal of Marketing, Vol. 25, No. 6, October, 59–62.
Schultz, D.E. and Pilotta, J.J. (2004) ‘Developing the foundation for a new approach to understanding how media advertising works’, paper presented at ESOMAR WAM Conference, Geneva, Switzerland.
Schultz, D.E., Pilotta, J.J. and Block, M.P. (2005) ‘Implementing a media consumption model’, paper presented at ESOMAR WAM Conference, Montreal, Canada.
Schultz, D.E., Pilotta, J.J. and Block, M.P. (2006) ‘Media consumption and purchasing’, paper presented at ESOMAR M3 Conference, Shanghai, China.
Editor information
Editors and Affiliations
Copyright information
© 2010 Don E. Schultz
About this chapter
Cite this chapter
Schultz, D.E. (2010). Marketing Communication Measurement in a Transformational Marketplace. In: Kitchen, P.J. (eds) Integrated Brand Marketing and Measuring Returns. Palgrave Macmillan, London. https://doi.org/10.1057/9780230297340_3
Download citation
DOI: https://doi.org/10.1057/9780230297340_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-36705-4
Online ISBN: 978-0-230-29734-0
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)