Customer Reviews

Measuring Brand Communication ROI

5 star:		(2)
4 star:		(2)
3 star:		(0)
2 star:		(1)
1 star:		(0)

 

 

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.

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

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.

This was a very strong book as it gave you a good conceptual overview and then went one step further in giving you details about how to move forward with ROI measurement. The spreadsheet and floppy disk were also an extra in helping you attain an action plan. The other key element that I liked was the the side bars and detailed marketing examples.

The authors gave a good presentation of real world marketing applications as well as strong theory regarding the future of marketing communications. Overall a very good book that all marketing management should read.

For anyone involved in marketing this book gives very practical advice. A common complaint about business books is that they are all OK in theory but contain little in the way of explanations of how to do it - this book however offers not some good case study. Overall very impressive and a must read for anyone involved in sales, advertising or marketing functions. Another book I highly recommended is 60-Minute Brand Strategist by Idris Mootee. This book is LOADED with super solid, meaty real world branding insights and techniques that can are being kept as trade secrets. You will probably find this book a real eye opener. If you're looking for a more balanced marketing book, suggest going for David Aaker's books, some Kotler's books.