Resources
BNET Resources
- sort by:
- Relevance
- Date
- Popularity
- Getting Real: Drivers of Effectiveness in Online brand advertising
- Marketers have been learning online brand advertising on the run. Advertisers committed funds either on faith or simply as an experiment in a promising, and highly visible, new medium. The ads themselves reflected this experimental character, as advertisers tested the limits of technology and communication tools. Although rules of thumb...
- White papers 2002-09-16
- Measuring Advertising Success: The Value of Interactive Branding
- Brand advertising acknowledges the fact that consumers act on their own schedules. Brand advertising attempts to embed a message that consumers will carry with them. This paper describes the results of branding online. The goal of all online marketing should be to generate sales (and ultimately profits) for the marketer....
- White papers 2001-01-29
Additional Resources
- Brand Personality Creation Through Advertising
- Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper the author explores the mechanism...
- White papers 2001-02-02
- Is Advertising Effective In Brand Building?
- A brand is a set of promises delivered to a customer in the form of product attributes. It takes painstaking marketing effort over time to create a brand. Through intensive advertising over the years, a product is transformed into a brand when it develops certain hard-core associations with the target...
- White papers 2003-01-13
- Does Advertising Overcome Brand Loyalty?: Evidence From the Breakfast-Cereals Market
- In differentiated product markets where consumer preferences are characterized by brand loyalty, an important role for advertising may be to overcome brand loyalty by encouraging consumers to switch to less familiar brands. Using a scanner panel dataset of breakfast-cereal purchases, evidence is found consistent with the hypothesis that advertising counteracts...
- White papers 2004-04-19
- That Big Brand Sound
- Branding activities can be horrendous when they are not in tune with each other. And, because communication consistency is essential to creating a brand, a lack of harmony between the different voices that speak for a brand can be lethal to the brand itself. All the advertising communication and good...
- White papers 1998-12-01
- Advertising: Today’s Sale Or Brand-Building For Tomorrow?
- This article will review the empirical evidence, which demonstrates that there is no such thing as brand building for tomorrow, without brand building and sales today. Today is serious results or sales occurring some time between seven days and six months after exposure to the advertising stimulus. Tomorrow is market...
- White papers 2000-05-01
- The Impact Of Advertising On Brand Momentum
- The term Brand power reflects the relative strengths of a corporate based which measures brand familiarity among business decision makers. The paper demonstrates the kind of power advertising wields on the corporate reputation and financial performance. The paper also shows the charts that represent the high degree of correlation that...
- White papers 2003-01-01
- Cross Media, Print, And Internet Advertising
- Publishers are actively selling Cross Media Advertising. An experiment was conducted in order to compare advertising effectiveness of cross media advertising with pure internet and print advertising. Findings suggest that while a combination of internet and print advertising is more effective than only internet advertising with regard to brand attitude,...
- White papers 2006-05-18
- Advertising Tracking
- The promise of media advertising is great. It's an opportunity for a brand to tell its story directly to the ultimate consumer. It's an opportunity to build awareness and project a powerful brand image. It's an opportunity to create and build brand equity. It's an opportunity to bypass the trade,...
- White papers 2005-08-02
- Managing The Brand For Outstanding Performance
- Top level thinking about what business is ultimately about has shifted from profit generation to value creation and value creation for all stakeholders? This paper suggests that advertising research works best when put in the context of a clear framework of understanding of how the brand works in its entirety...
- White papers 2007-12-01
- CAS Think Piece
- Brands need equity refreshment. Brands need liveliness and vitality in today's terms. Brands must be interesting and relevant. Brands need aggressive sponsors. These things have not changed: it is the advertising environment that has changed. Brand management and agency teams must be measured on the strength of the brand franchise....
- White papers
- Advertising, Brand Loyalty and Pricing
- The author constructs a model in which an oligopoly first invests in persuasive advertising in order to induce brand loyalty to consumers who would otherwise buy the cheapest alternative on the market, and then competes in prices. Despite ex-ante symmetry, at equilibrium, there is one firm which chooses a lower...
- White papers 2005-11-01
- The Role Of Schema Salience In Ad Processing And Evaluation
- Advertising grids such as the Rossiter-Percy grid propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. This paper tests how schema salience affects ad processing and evaluation. Two separate experiments...
- White papers 2002-01-01
- The Role Of Advertising In Strategic Brand Communication
- From the executive summary: ‘In addition to enhancing or reinforcing an image of an organization in the minds of consumers, advertising can serve to support the sales effort. There are many ways an organization can advertise its product to the consumers. The trick is to maximize the efficiency of the...
- White papers 2003-05-01
- Brand and Advertising Evaluation
- This articles focuses on two main issues likeAdvertising Research and Brand Tracking Research. These are the two methods that are introduce by RMR as Copy Impact Testing and RMR Advertising Tracking for advertising research.
- White papers 2003-01-01
- A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality
- In this paper, a structural model of household behavior is developed in an environment where there is uncertainty about brand attributes, and both prices and advertising signal brand quality. Four quality signaling mechanisms are at work in the model: price signals quality, advertising frequency signals quality, advertising content provides direct...
- White papers 2005-01-01
- Radio Active
- There is a growing body of new research that demonstrates the effectiveness of Radio advertising in brand and sales development. Three Canadian test vs. control studies demonstrated measurable impacts of Radio advertising across FMCG, adult beverage and automotive categories, ranging from increased ad and brand awareness to improved brand image,...
- White papers 2003-04-29
- Giving New Life to an Old Brand
- All the marketing elements must work together to reinvigorate a product. It is said in the article that reinventing a brand can take many forms, new packaging graphics, new advertising and sometimes a whole new personality. It explains that the key to any product revamping, according to the experts, is...
- White papers 2003-01-01
- How Do Marketing Investments Benefit Brand Revenue Premiums?
- How do marketing investments (such as price promotions, new product introductions and advertising) contribute to a brand's revenue premium? Moreover, how do brand and category characteristics moderate the impact of the marketing investments on brand revenue premiums? In this paper, the author addresses these questions with a large-scale econometric analysis...
- White papers 2006-08-31
- << Previous
- page 1 of 1
- Next >>
Premier Vendor Content Whitepapers, webcasts & resources from our Power Center Sponsors
