Marketing Accountability
Guaranteed Return on Advertising? The Time has Come
A look at how advertisers can now demand guaranteed results from their online investments.
In Search of Respect: The Yellow Pages
The true "national" marketer is largely missing the yellow pages value proposition.
Meeting the Challenges of a Hostile Business Environment
This presentation addresses (1) transparency and disclosure as they are laid out in the Sarbanes-Oxley Act of 2002 and (2) a review of how companies are doing business internationally in an increasingly difficult environment.
New Rules. New ROI: Decision-Making Imperatives for the Leading CMO
This white paper suggests that in order to enable strategic vision and accomplish marketing objectives, the leading CMO must take into account the following four drivers: 1) technology innovation; 2) rising customer expectations; 3) information overload and regulation; and 4) bottom-line pressure.
The State of Marketing Accountability: ANA/Forrester Marketing Accountability Study: Phase I
This exclusive ANA/Forrester survey reveals a lack of consensus on how to define and measure ROI. This survey represents the first phase of a multi-year study.
Leveraging Sponsorships Through Events
A look at some of Motorola's sports and event programs.
The Post-Game Wrap-Up: Deriving ROI From The Super Bowl
How to document ROI from event marketing.
The New PR Imperative: Return on Investment
Public Relations is gaining recognition as a valuable element not to be overlooked.
Measuring Your Advertising's Effect on Sales and Profits
This white paper reviews how to measure your advertising's effect on sales and profits.
ANA/Forrester: Mastering Marketing Measurement
This white paper finds that to create an effective measurement platform, marketers need to follow three guiding principles: identify, re-engineer and model data.
The Need for Third-Party Telephone Directory Usage Research
This position paper from the ANA and AAAA discusses the declining coverage of NFO's National Yellow Pages Monitor -- the key third party audience research tool for yellow pages advertising-- and advocates for the need for credible third-party telephone directory usage research as an accountability and measurement tool.
Cross-Media Research: The Dove Nutrium Bar
This case study reviews in-depth analyses of ROI and the relative effectiveness of using television, print, and online media independently and synergistically.
Measuring Customer-Brand Value
This case study demonstrates how brand communication measurement can be conducted in the marketplace today.
Measuring Brand Communications ROI
This evergreen book represents an early academic foray into determining financial accountability for marketing.
ROI for Marketing: Balancing Accountability with Long-Term Needs
This book by Robert S. Duboff looks at how marketers can become more accountable for their budgets and results.
