Re: Measuring the Branding Impact of Online Ads

From: Rob Frankel <>
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)
FrankelTips Weekly at:
The Book/Tapes:
FrankelBiz for FREE at:
818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL

Received on Thu Dec 20 2001 - 16:48:41 CST


With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.


Online Advertising Industry Leaders:

Local SEO with Video
Houston SEO
Austin Web Design

Add your company...

Local SEO with Video


Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.