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Book part
Publication date: 13 November 2017

Robert Kozielski, Michał Dziekoński and Jacek Pogorzelski

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a…

Abstract

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

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Article
Publication date: 21 March 2008

Rajagopal

The purpose of this paper is to discuss the essential components of a brand metrics strategy and application of brand scorecard as an integrated approach to measure the

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9936

Abstract

Purpose

The purpose of this paper is to discuss the essential components of a brand metrics strategy and application of brand scorecard as an integrated approach to measure the overall performance of brands. Tools for brand performance measurement are integrated by firms into brand measurement systems, with new models for prioritizing the factors of brand influence introduced continuously. Hence, brands need to be periodically measured in terms of the impact on consumers, stimulating market demand, sustaining seasonality effects and exploring opportunities for proliferation.

Design/methodology/approach

This paper determines the essential components of a brand metrics strategy conceptualizing the inter‐dependence of “Five‐A” factors which include awareness, acquaintance, association, allegiance and appraisal to measure the performance of brands. The application of a brand scorecard process as an integrated approach to measure the overall performance of brands is also discussed, explaining how different constituents of metrics can be linked to business performance.

Findings

Brand metrics are considered to be effective tools for measuring the qualitative parameters of brand performance in a given market and time, allowing the firm to measure the effectiveness of brand‐building activity in reference to brand investment (financial inputs) and brand impact (growth outputs) in the business. It is also argued in the paper that brand management is not just a marketing issue; it also directly affects corporate profitability. Effective brand portfolio management starts by creating a fact base about the equity in each brand and the brand's economic contribution.

Research limitations/implications

An effective brand measurement system helps businesses to understand how the brand is performing with the framework of customer values and against competing brands. This is a simple and effective tool of measuring brand performance in the market woven around the principle of pooling quantitative variables in various combinations in the metrics. It is important for a firm to understand relationships between brand perception, brand performance and financial impact, to work within the brand metrics process.

Practical implications

Application of brand metrics and brand scorecard would be useful for the managers to conduct analysis of brand metrics for mapping yield‐loss score in reference to brands gained versus brands lost. The metrics tools help in measuring the impact of various market drivers such as demand, consumer preferences, retail sales, brand promotion, price sensitivity, product attributes, trial effects and repeat purchase behavior of consumers on the performance of brands.

Originality/value

Brand metrics is a new concept and plays a major role in measuring the performance of brand in the market and applications of brand scorecard helps the process of determining the brand yield.

Details

Measuring Business Excellence, vol. 12 no. 1
Type: Research Article
ISSN: 1368-3047

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Article
Publication date: 16 January 2014

Debra Zahay, James Peltier, Anjala S. Krishen and Don E. Schultz

The objective of this paper is to investigate IMC metrics in the lens of an institution-wide change management process, and to do so, the authors develop and test an…

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1542

Abstract

Purpose

The objective of this paper is to investigate IMC metrics in the lens of an institution-wide change management process, and to do so, the authors develop and test an organizational data quality enhancement model.

Design/methodology/approach

Qualitative research was conducted, with a follow-on quantitative pre-test. A subsequent, larger-scale quantitative survey resulted in a total of 128 responses, 124 useable. A regression analysis was conducted using the factor scores of the six organizational dimensions as independent variables and overall data quality as the dependent variable.

Findings

The findings show that overcoming poor IMC data quality requires a corporate culture that reduces cross-functional and departmental divides. The authors also support the idea that horizontally organized learning organizations not only have superior IMC data, but they also achieve higher rates of return on their cross-platform IMC efforts.

Research limitations/implications

The research has limitations in terms of substantive generalizability, since it focuses on one industry within the USA. Future research can expand to other industries and expand to a global setting in order to replicate these findings.

Practical implications

Most improvement seems to be needed in the area of sharing customer data. The findings provide a signal to marketing organizations that want to connect with their customers that data quality must be a strategic priority, with appropriate processes in place to manage data at every touch point.

Originality/value

Research is needed that establishes effective methods for measuring the success of data-driven communication efforts to support management.

Details

Journal of Business & Industrial Marketing, vol. 29 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 9 April 2020

Charles H. Patti, Maria M. van Dessel and Steven W. Hartley

How can customer service be so bad in an era when companies collect endless data on customer interactions? The purpose of this paper is to contribute to the important…

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2110

Abstract

Purpose

How can customer service be so bad in an era when companies collect endless data on customer interactions? The purpose of this paper is to contribute to the important challenge of elevating customer service delivery by providing guidelines for when and how to select optimal measures of customer service measurement using a new decision framework.

Design/methodology/approach

The paper uses a comprehensive, multi-dimensional review of extant literature related to customer service, journey mapping and performance measurement and applied a qualitative, taxonomic approach for model development.

Findings

A process model and customer journey mapping framework can facilitate the selection and application of appropriate and relevant customer service experience metrics to enhance customer service experience strategies, creation and delivery.

Research limitations/implications

The taxonomy of customer service metrics is limited to current publicly and commercially available metrics. The dynamic nature of the customer service environment necessitates continuous updates of the model and framework.

Practical implications

Selection of customer service performance measures should match relevant stages of the customer journey; use perception-based, operational and outcome-based metrics that track employee and customer behaviours; improve omni-channel measurement; and integrate data-sharing and benchmark measurement initiatives through collaboration with customer service communities.

Originality/value

A reimagined perspective is offered to the complex challenge of measuring and improving customer service, providing a new decision-making framework for customer service experience measurement and guidance for future research.

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Article
Publication date: 1 March 2002

Mike Reid

Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that…

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6237

Abstract

Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that this dynamism is having on the effectiveness of traditional marketing communications tools and planning approaches. IMC relates to me strategic management of marketing communications to achieve superior brand performance. This paper uses that Integrated Marketing Audit (Duncan and Moriarty, 1997) as a mechanism to analyse the degree of integration of marketing communications management and link this to measures of brand performance. The research employs the Australian and New Zealand wine industries as a context to consider this relationship. Analysis suggests that a higher degree of integration in marketing communications management results in better brand performance. As a result, managers of wine brands should consider how to adopt IMC principles and review their management of marketing communications.

Details

International Journal of Wine Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 0954-7541

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Book part
Publication date: 2 September 2014

Shuba Srinivasan

This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path…

Abstract

This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path to purchase. A key objective of this chapter is the provision of an integrative conceptual framework that links marketing actions to customer mindset metrics along the consumer’s path to purchase and the identification of the mechanisms by which customer mindset metrics contribute to consumer purchase journey. Specifically, it delineates two routes for the effects to manifest on sales: the “mindset route” where marketing actions influence customer mindset metrics, which in turn influence brand performance, or the “transactions route” where marketing actions influence market performance directly without influencing the intermediate mindset metrics. A second objective is to identify empirical patterns on incorporating marketing mix and mindset metrics along the path to purchase by reviewing key papers in this domain. Finally, the chapter concludes with the formulation of a rich, forward-looking research agenda on the customer mindset metrics – path to purchase link.

Details

Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 10 April 2017

Mart Ots and Gergely Nyilasy

This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the…

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10947

Abstract

Purpose

This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field.

Design/methodology/approach

The paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised and applied to a two-year organisational ethnography encompassing IMC planning activities in at a leading Swedish retailer.

Findings

Findings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration. The study conceptualises IMC as a set of interrelated practices, or routinised behaviours, which are repeated and organised by some social or formal rules and conventions. In the ethnographic context of the study, “IMC as practice” is exhibited in the forms of routines, material set-ups, rules and procedures, cultural templates and teleoaffective structures.

Originality/value

The paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 5 September 2016

Timothy Cawsey and Jennifer Rowley

The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand…

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15807

Abstract

Purpose

The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in business-to-consumer (B2C) contexts.

Design/methodology/approach

Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals involved in managing social media programmes in France, Ireland, the UK and the USA.

Findings

The study found that the level of enagement with social media marketing varied, as summarised in the B2B Social Media Engagement Taxonomy. Enhancing brand image, extending brand awareness and facilitating customer engagement were the most common social media objectives. There was no evidence to suggest that companies saw social media as heralding a paradigm shift in brand management and control of the kind discussed and experienced in B2C social media contexts. The B2B social media strategy framework is proposed; this identifies the following six components of a social media strategy: monitoring and listening, empowering and enagaging employees, creating compelling content, stimulating electronic word of mouth, evaluating and selecting channels, and enhacning brand presence through integrating social media.

Originality/value

The research contributes to the knowledge base associated with social media marketing by offering insights into and a framework summarising B2B social media strategy.

Details

Marketing Intelligence & Planning, vol. 34 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 April 2006

Dennis A. Pitta, Margit Weisgal and Peter Lynagh

The purpose of this paper is to explore developments in the field of integrated marketing communication and the changing relevance of its component processes that have…

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15811

Abstract

Purpose

The purpose of this paper is to explore developments in the field of integrated marketing communication and the changing relevance of its component processes that have implications for marketing managers.

Design/methodology/approach

The paper integrates concepts including a range of recently published (1993‐2005) theoretical works, practitioner developments in practice and industry studies.

Findings

The paper provides information and action approaches to marketing communicators that may increase the success of their promotional efforts. In addition, the paper provides a useful perspective in the proper use and applications of event marketing. It outlines the benefits of adopting event‐marketing techniques and offers practical suggestions for maximizing their value in the promotion process.

Research limitations/implications

The theoretical concepts that form the foundation of the paper appear to have a significant application to the integrated marketing communications. Some, but not all, have been tested empirically.

Practical implications

This study allows marketing managers to reformulate their marketing communications mix to achieve a more successful promotional process.

Originality/value

This paper describes current trends in event marketing, explores the elements of event marketing and repositions them into an enhanced integrated marketing communications framework. It offers the potential of improving the success of the promotion of products and services in practice, resulting in increasing effectiveness. Moreover, it provides a strategic perspective that is necessary for an effective integrated marketing communications process.

Details

Journal of Consumer Marketing, vol. 23 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

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