AdValue by Leslie Butterfield

By Leslie Butterfield

Advalue is organised into 4 sections, in response to the place the advertisements impact is to be seen:

* corporation price effects
* company functionality effects
* client effects
* model effects

In addition, there's a short introductory part and every bankruptcy is prefaced by way of a brief government precis describing 'the argument in brief'.

The person authors are best specialists of their fields drawn from the advertisements undefined, the customer group and the educational international. The booklet is aimed either at an ads viewers and at a common company viewers - spanning from Finance to advertising and marketing - who have to tie ads spend to tangible results.

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Extra resources for AdValue

Sample text

High-growth companies like Lucent tend to get more leverage from their advertising dollars than low-growth companies. The varying benefits of advertising on shareholder value The distribution of benefit/cost ratio is the increased shareholder value divided by the cost of advertising, across the 220 companies studied in the research. Based on the quantified relationships between advertising and image, and image and stock price, CB was able to estimate how different levels of advertising spending would affect stock price and, therefore, shareholder value (stock price multiplied by the number of shares outstanding).

Once market recovery had started, businesses that maintained or increased adspend during the downturn made the fastest profit improvement: in the first two years of recovery, those that cut adspend during the tough times increased profits at only half the rate of those who increased adspend, and at only onesixth of the rate of the maintainers. And those who increased adspend during the tough times increased their market share faster when recovery had started than those who did not – nearly three times as fast as the advertising cutters.

All the examples quoted above support the PIMS model that relative perceived quality is a key driver of market share and thus profitability, although they are all campaigns that achieved their results without having to outspend the competition. Indeed, in some of the examples, most notably PG Tips and BMW, their share of voice was relatively low (BMW’s was at the same level as Proton’s in 1994). A possible conclusion is that the creative content – the quality of the advertising itself also matters: the better the advertising that focuses on product quality, the more cost-effective it is.

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