Measuring Brand Communication ROI [Plastic Comb]

Don E. Schultz (Author), Jeffery S. Walters (Author)

Book Description

Publication Date: September 23, 1997

This book moves marketing into a new phase of financial accountability. Written by Don E. Schultz and Jeffrey S. Walters, it enables marketers to finally answer the nagging question, "What do I get for my brand communication dollars?"

A key part of the book is the easy-to-follow spreadsheet that enables marketers to enter appropriate data and calculate their own brand communication return-on-investment. This formula is made available on an enclosed computer disk with both MAC and PC formats. Using the spreadsheet and step-by-step directions, Schultz and Walters demonstrate how marketers can mine databases and other resources to determine the actual dollar return on the range of brand communication efforts.

The book provides readers with a concise and informative history of brand communication measurement, including the author's vision of 21st century marketers. It makes the case that marketers must move away from the static measurement systems of the past toward ones more appropriate for today's dynamic marketplace.

Note: If you are interested in this topic, you may want to arrange a customized seminar taught by Don Schultz at your company. Call ANA Seminars at 212.697.5950.

Product Details

• Plastic Comb: 179 pages
• Publisher: Association of National Advertisers (September 23, 1997)
• ISBN-10: 156318074X
• ISBN-13: 978-1563180743
• Product Dimensions: 10.7 x 8.1 x 0.5 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #5,209,105 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

2.0 out of 5 stars A waste of time, October 17, 2003

By 

Paul Riedesel "Paul Riedesel" (Minneapolis, MN United States) - See all my reviews
(REAL NAME)   

This review is from: Measuring Brand Communication ROI (Plastic Comb)

The title implies a solution to the very practical problem faced by many of us in trying to quantify the effects (ROI among them) of marketing communications. The authors affirm that it is impossible to disentangle the effects of all communications (ads) by the firm and its competitors, not to mention all other contacts customers have with the firm. That I knew.

Finally one comes to the grand spreadsheet for solving the riddle. But instead of any useful ideas on how to actually MEASURE the effects of advertising, one is instructed to plug in what amounts to an ASSUMPTION of how your brand advertising will change customers' share of requirements.

As a working researcher, this was extremely disappointing to me.

8 of 9 people found the following review helpful:

4.0 out of 5 stars A solid primer on brand communication return on investment, December 6, 2000

By 

TJ McCue (Seattle, WA USA) - See all my reviews

This review is from: Measuring Brand Communication ROI (Paperback)

I have used this Jeff Walters and Don Schultz book quite a bit to educate myself on ROI methodologies. As a marketing consultant and the former co-CEO of a small internet startup, i found the book to be super helpful in planning analysis programs for brand communication efforts. The detail and help Walters and Schultz lend to beginning and experienced marketers is terrific. I also have seen this book and its methodologies used by my marketing clients with great results. There are few smart companies out there that aren't trying to measure their returns on brand and marketing communications efforts and this book helps lead one down that complex path. Hats off to the authors.

TJ McCue

President, Innovative Communications Group

5 of 6 people found the following review helpful:

5.0 out of 5 stars An eye opener for people buying advertising, December 1, 2000

By 

Mr Alan Timothy (Hartlepool United Kingdom) - See all my reviews

This review is from: Measuring Brand Communication ROI (Paperback)

For the first time I have found a book which explains in simple steps how to set about valueing customers and how to develop rules on how much to invest in them. The book took me step by step through the process and included a disc so I could use the process.

What a revalation when I applied it to my customers and how I was spending my advertising budget. The agency does not get away that lightly now.