Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing

(Hardback)

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Description

Dr. Woodside picks up where other books on maxi-marketing leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community. Dr. Woodside leads off with his 20-step process model and review of the scientific and applied literature to show how advertising works. He answers the question of why top-of-mind awareness measures of advertising effectiveness are so valuable, and then uses detailed, numerical examples to illustrate the powerful tool of benefit-to-brand retrieval. He links profit-and-loss analysis to a linkage advertising monitoring program, then discusses the net profit impact of each advertisement in each medium. His report of a field study demonstrates that net profit is the big difference between image and linkage advertising. From there he moves to the long interview and its application to voice-of-the customer research, ways to value different customer segments, and how to monitor linkage advertising fulfillment strategies. Dr. Woodside's book will be an important contribution to our understanding of how advertising is done, and how it can be done better.

Reviews

"Arch Woodside deals clearly and effectively with some of the key issues and trends in database and relationship marketing. It's must reading for professors and practitioners who want to be on the cutting edge."- R. Montesi, President The Direct Marketing Educational Foundation, Inc.
"Destroys the myth that we cannot measure the effectiveness of advertising on customer brand awareness, knowledge, and purchase behavior....[This book] tells you how to measure advertising so you can manage it to get the maximum results from your marketing efforts."-C. R. Goeldner Professor of Marketing University of Colorado at Boulder
"Dr. Woodside has written a book with important insights for anyone interested in uderstanding the dynamics of measuring the effectiveness of advertising....I strongly recommend this thoughtful book for its exploration of the factors underlying the influence of marketing messages."- Leon Schiffman Professor of Marketing Baruch College--CUNY
Woodside provides an overall conceptual framework that is compelling. He takes several emerging topics in marketing (e.g. database marketing, linkage advertising, relationship marketing) and shows how they are related and how they are evolving. As such, the book can be read as an insightful historical account of the recent history of marketing thought.-Journal of Marketing Research
Woodside provides credible arguments for relationship marketing and describes techniques that address the potential effectiveness of advertising. He offers both technical and managerial justifications for promoting linkage advertising (literature and related materials provided to customers responding to advertising) to enhance the bond between brands and stores, and their customers.-Choice
"Woodside provides an overall conceptual framework that is compelling. He takes several emerging topics in marketing (e.g. database marketing, linkage advertising, relationship marketing) and shows how they are related and how they are evolving. As such, the book can be read as an insightful historical account of the recent history of marketing thought."-Journal of Marketing Research
"Woodside provides credible arguments for relationship marketing and describes techniques that address the potential effectiveness of advertising. He offers both technical and managerial justifications for promoting linkage advertising (literature and related materials provided to customers responding to advertising) to enhance the bond between brands and stores, and their customers."-Choice

Author Bio

ARCH G. WOODSIDE is Malcolm W. Woldenburg Professor of Marketing, Freeman School of Business, Tulane University. Editor of the Journal of Business Research and of the book series Advances in Business Marketing and Purchasing, he is past president of the Consumer Psychology Division of the American Psychological Association. His publications on advertising effectiveness and marketing strategy have appeared in more than 30 scholarly and applied journals in North America and Europe. He is also coeditor with Robert E. Pitts, of Creating and Managing International Joint Ventures (Quorum, 1995).