Branding: Advertising and Brand
Branding 101:
An Overview of Branding and Brand Measurement for Online Marketers
Report Contact:
Molly Hislop
Director of Research & Development, Dynamic Logic
800-245-2455
molly@dynamiclogic.com
April 2001
Dynamic Logic 's Branding 101:
An Overview of Branding and Brand Measurement for Online Marketers
Table of Contents
INTRODUCTION 3
WHAT IS BRANDING? 6
MEASURING BRANDING OFFLINE 9
STANDARD PRACTICES IN TELEVISION ADVERTISING 9
Case Study: Kraft Uses Copy Testing for DiGiorno Rising Crust Pizza 9
STANDARD PRACTICES IN PRINT ADVERTISING 10
Case Study: Advertising Works in Print 11
TRACKING STUDIES 12
Case Study: Avis – Rent-A-Car 12
MEASURING BRANDING ONLINE 14
ONLINE COPY TESTS 14
Case Study: Findings From Ipsos-ASI Interactive 14
IN MARKET MEASURES 15
Case Study: Travelocity 16
COMPARING ONLINE AND OFFLINE BRANDING 18
TABLE: COMPARING MEDIA EFFECTIVENESS IN BRANDING AND DIRECT MARKETING 18
MSDW OBSERVATIONS ON MEDIA EFFECTIVENESS 18
Brand Recall 18
Generating Product Interest 19
Generating Brand Awareness 19
Cost Effectiveness 19
SUMMARY 20
GLOSSARY OF TERMS 21
REFERENCES 22 Dynamic Logic 's Branding 101:
An Overview of Branding and Brand Measurement for Online Marketers
Introduction
Professionals involved in online media are met with increasing scrutiny surrounding the medium’s value. Online media is not alone, however at their inception, all forms of media have been pushed to show value. Through that pressure have come some innovative and widely accepted approaches to measure advertising effectiveness.
One simple way to measure the effectiveness of advertising, as stated by the head of online advertising at a large packaged goods company is to "stop advertising and see what happens." While that comment was made humorously, it underscores the notion that we know advertising works - it 's just a challenge to know precisely how.
Since the stop-and-see-what-happens approach is not feasible,
An Overview of Branding and Brand Measurement for Online Marketers
Report Contact:
Molly Hislop
Director of Research & Development, Dynamic Logic
800-245-2455
molly@dynamiclogic.com
April 2001
Dynamic Logic 's Branding 101:
An Overview of Branding and Brand Measurement for Online Marketers
Table of Contents
INTRODUCTION 3
WHAT IS BRANDING? 6
MEASURING BRANDING OFFLINE 9
STANDARD PRACTICES IN TELEVISION ADVERTISING 9
Case Study: Kraft Uses Copy Testing for DiGiorno Rising Crust Pizza 9
STANDARD PRACTICES IN PRINT ADVERTISING 10
Case Study: Advertising Works in Print 11
TRACKING STUDIES 12
Case Study: Avis – Rent-A-Car 12
MEASURING BRANDING ONLINE 14
ONLINE COPY TESTS 14
Case Study: Findings From Ipsos-ASI Interactive 14
IN MARKET MEASURES 15
Case Study: Travelocity 16
COMPARING ONLINE AND OFFLINE BRANDING 18
TABLE: COMPARING MEDIA EFFECTIVENESS IN BRANDING AND DIRECT MARKETING 18
MSDW OBSERVATIONS ON MEDIA EFFECTIVENESS 18
Brand Recall 18
Generating Product Interest 19
Generating Brand Awareness 19
Cost Effectiveness 19
SUMMARY 20
GLOSSARY OF TERMS 21
REFERENCES 22 Dynamic Logic 's Branding 101:
An Overview of Branding and Brand Measurement for Online Marketers
Introduction
Professionals involved in online media are met with increasing scrutiny surrounding the medium’s value. Online media is not alone, however at their inception, all forms of media have been pushed to show value. Through that pressure have come some innovative and widely accepted approaches to measure advertising effectiveness.
One simple way to measure the effectiveness of advertising, as stated by the head of online advertising at a large packaged goods company is to "stop advertising and see what happens." While that comment was made humorously, it underscores the notion that we know advertising works - it 's just a challenge to know precisely how.
Since the stop-and-see-what-happens approach is not feasible,
References: Assael, Henry. Consumer Behavior and Marketing Action. 6th Ed. South Western College Publishing, (1998): 104. Briggs, Rex and Hollis, Nigel. “Advertising on the Web: Is There Response Before Click-Through?” Journal of Advertising Research, 37, 2 (1997): 33-45. Duboff, Robert and Spaeth, Jim. Market Research Matters: Tools and Techniques for Aligning Your Business; John Wiley & Sons, Inc. 2000. Flores, Laurent. “Internet Advertising Effectiveness: What Did We Learn and Where are We Going?” Worldwide Advertising Conference, Rio de Janerio, November 2000. Georgiou, Paul and Miller, Stephen. “10 Years of Tracking in the Rent-A-Car Business.” Advertising Research Foundation, 1997. Hoffman, Howard S. “Statistics Explained.” The Animated Software Company, 2001. Kim, Peter. “Does Advertising Work: A Review of the Evidence.” The Journal of Consumer Marketing, 9, 4 (1992): 5-19. Lach, Jennifer. “Upper Crust: Kraft Foods Pours the Sauce, Sprinkles the Cheese, and Delivers Results with a Tastier Frozen Pizza. American Demographics, March 1999. Russel, Michael J, Keith, Robert J, Feuer, Rod N, Meeker, Mary and Mahaney, Mark. “Does Internet Advertising Work? Yes, But…” Morgan Stanley Dean Witter Internet Direct Marketing and Advertising Services, February 22, 2001. Spaeth, Jim. “Brand Equity and Advertising; Lessons from Jimi Hendrix.” Advertising Research Foundation, 1993.