Marketing Performance: How Marketers Drive Profitable Growth by unknow

Author:unknow
Language: eng
Format: epub
Tags: Business, Economics, Leadership, Management, Marketing, Non-Fiction, Sales
ISBN: 9781119278382
Google: 7g9ADAAAQBAJ
Amazon: B01G9FLD50
Publisher: Wiley
Published: 2016-05-25T23:00:00+00:00

Notes

1. http://www.nielsenmedia.com/glossary/terms/G/gross_rating_point.htm .

2. http://www.nielsenmedia.com/glossary/terms/C/#Cost Per Thousand (CPM).

3. http://www.marke41.de/sites/default/files/media/autoren-pdf/die_rcq -formel.pdf .

4. For a detailed discussion of interaction effects, see Prasad Naik, Kalyan Raman, and Russel S. Winer, “Planning marketing mix strategies in the presence of interaction effects,” Marketing Science , 2005, Volume 24, Number 1, pp. 25–34.

5. http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ .

6. http://www.techtimes.com/articles/30603/20150203/faceook-losing-teen-audience-now-its-just-old-people-socializing.htm .

7. http://www.marketingresearch.org/issues-policies/glossary/opportunities-see-ots .

8. Compare the discussion of marketing ROI in Chapter 4.2 of Power Brands , by Jesko Perrey, Dennis Spillecke, and Tjark Freundt, Third Edition, Wiley, 2015.

9. There are also practical limitations to the use of certain touch points. For example, TV advertising only makes sense if funds are sufficient to reach a share of voice that will make sure your campaign is even noticed by consumers. At the same time, incremental returns will decrease beyond a certain investment level. To optimize the entire media mix, combine RCQ scores with thresholds of efficient spend for the different touch points. This avoids overspending on vehicles that – while they might look very attractive because of the low cost per actual reach – will nonetheless lose efficiency beyond a certain saturation point. Similarly, spend thresholds help ensure that you invest above the minimal level necessary for your communication to be heard despite the competitive noise at a specific touch point. Compare the more detailed discussion of RCQ in Chapter 10 of Retail Marketing and Branding , by Jesko Perrey and Dennis Spillecke, Second Edition, John Wiley & Sons, 2013.

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