Search results
Results from the WOW.Com Content Network
Two key measures of a product's 'popularity' are penetration rate and penetration share. The penetration rate (also called penetration, brand penetration or market penetration as appropriate) is the percentage of the relevant population that has purchased a given brand or category at least once in the time period under study.
With "today's fragmented media world" the value of GRP is, according to the Advertising Research Foundation's Journal of Advertising Research, even greater than in the pre-Internet era. [6] Since "the required frequency changes with the product and the competitive climate it is in", [ 2 ] the purpose of the GRP metric is to measure impressions ...
Return on brand can be applied in several branding assessment models: The approach of T. Munoz and S. Kumar, who propose to build a branding assessment system based on three classes of metrics (perception metrics, behavioral metrics, financial metrics), which make it possible to evaluate branding effectiveness.
Schultz, Don E., Measuring Brand Communication ROI (1997) Assn of Natl Advertisers. ISBN 1-56318-053-7; Ambler, Tim., Marketing and the Bottom Line (2004) FT Press. ISBN 0-273-66194-9; Aspatore Books Staff, Improving Marketing ROI: Leading CMOs on Adding Value, Calculating Return on Investments, and Creating a Financial Impact (2006) Aspatore ...
A report titled "Global B2C E-Commerce and Online Payment Market 2014" indicated a decrease in overall growth rates in North America and Western Europe, even as absolute growth numbers rose. The UK Market Research Society (MRS) listed the top social media platforms primarily used by millennials are LinkedIn , Facebook , YouTube and Instagram .
The brand development index or BDI quantifies how well a brand performs in a market, compared with its average performance among all markets. [1] That is, it measures the relative sales strength of a brand within a specific market (e.g., the Pepsi brand among 10–50-year-olds). [2]
While the net promoter score has gained popularity among business executives and is considered a widely used instrument for measuring customer loyalty in practice, it has also generated controversy in academic and market research circles. [2] Scholarly critique has questioned whether the NPS is at all a reliable predictor of company growth. [15]
Changes in brand measures (for example, brand purchasing and future purchase intentions) exhibited among those who have seen the advertising are compared to the changes in brand measures that occurred among those unaware of advertising. By means of this method, the researchers can isolate those marketplace changes that were produced by ...