Re: Measuring the Branding Impact of Online Ads

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Thu 20 Dec 2001 17:48:41 -0500

At 12:51 PM -0500 12/20/01, Matt Dooley wrote:
>How do TV, Radio, billboards, newspapers and magazines
>measure branding?

Not to put too fine a point on it, the media can only
measure the awareness of branding and perhaps, the
message of the brand.

To measure the "branding", the brand itself must track
its efforts both independently and against the industry
stats. If they find their market share has grown,
that's one sign. If they find their "per transaction
amount" has increased, that's another. If they find
that their customer acquisition costs have dropped,
that's still another. Customer retention rates. And
so on.

Overall profitability and its sources are what prove out
your branding efforts. Media can only measure media's job.
--

Rob Frankel, "Yes, I really do turn users into evangelists
for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
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Received on Thu Dec 20 2001 - 16:48:41 CST