April 13, 2010 ROI-Blaster

Measurement Archive

Alan Chapell Goes Public on Privacy, Parts 1-3.

Consumer Generated Reviews and the ROI of Impact.

Up Close and Personal with Dave Morgan

Felix and Oscar's Take on the New Fall Line-up

Felix and Oscar on Consumer Control, Part Two

The Importance of Trust in Building Marketing Productivity

Wasteful Words

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ROI: Now You See It, Now You Don't


This "ROI" Thing
It's not really about advertising

By Gene DeWitt

Advertising must of course generate results but the nonsense being bandied about in discussions of ROI are not really discussions of advertising. Deliver a message, deliver a result. That's direct response. And, yes, direct mail and often the internet as a transactional medium can do just that.

But the great brands of today were not built by direct response ads. Brands were and are built on awareness and preference and that's what constitutes ROI for advertising.


In talking about ROI, then, let's talk about the things that can be measured that advertising can affect in a concrete, finite universe, things like awareness, attitude, and brand preference.

Why? Because, frankly, the path from ad to sale is way too long to be easily measured because of such 'interventions' as pricing, competitive promotion, distribution, etc., etc., etc.


Mayberry RFP: Reasonable Fiscal Percentages


"You know what they say about a "person" who keeps puttin' off getting married (allocating $$ new media)?

They say "he/she" starts getting irritable (fired)." - Barney Fife

Who doesn't love Barney, the wacky deputy sheriff played by Don Knotts; always attempting to keep crime off the peaceful streets of Mayberry? However well meaning, more often than not Barney finds himself causing trouble in situations of his own doing than Goober, Gomer, Otis Campbell, barber Floyd Lawson, or Mayor Roy Stoner combined!

Barney's youthful exuberance was always laughable and respected by Andy, his older, more authoritative and responsible boss. The same cannot be said however of traditional media directors - Andy Griffith-types who held all the power of annually allocating $100 Million+ budgets - rationing out tiny amounts of working media $$ to new media, largely due to self-interest; thus inhibiting the growth of a sensible combination of passive and digital communication.


Had they looked to Mr. Griffith, an incredibly gifted and natural actor on and off the camera, they might today be enjoying "our main street's" respect, instead of being labeled as dinosaurs by some of Madison Avenue's most powerful players, in the press no less!

Griffith's unfettered support of his fellow actors led to at least 6 off-shoots from his simple little program, as well as a platform by which little Opie, our esteemed Ron Howard continues to entertain us, from his roll in American Graffiti, the TV program Happy Days, and now behind the camera creating some of the most important films effecting popular culture today.


Even Gomer Pyle, the most laughable character in Mayberry excelled far more than yesterday's "Madison Avenue's Media All-Stars." For as much as he was constantly scolded for screwing up, his character and integrity were never challenged. The same cannot be said for many traditional has-beens who planned media - more based on their bonus and self-interest - rather than the larger objective they were there for; to be of service to their clients.

Surprise, Surprise, Surprise!

Only "Steal" From The Best


Ad Buzz continuously provides a truly outstanding MadAve media resource, whether you're a beginner, intermediate or expert "Guru". The word "Guru" is too often used as a term for aged folks who've spent more time with a calculator or excel spreadsheet than with their family, so by definition, if a Media Guru was so smart, how come they are a Media Guru?

Expressed (oddly) another way, what is the sound of one media impression?

But seriously, there are at least 5 different ways of defining Guru: which are not media related. AdBuzz actually deserves the title, if one assumes that a Media Guru has so much media knowledge that they are worthy of MadAve respect. Then so be it.

The term steal is used not because of its definition, but rather because AdBuzz does such a great job providing most everything media departments do (ignoring real life and real time media planning of course), that its being made available free to "the street" or to the classroom is so astounding that one might feel the need to download it quick, before its authors realize they have a virtual hole in their pocket.

MACVIDEONY Creative Work

Hey Google, Save the Curbs

Next-Gen Mobile Carrier: Magee

Sarah Fay in wwwLand, Parts 1 thru 3.

Alan Chapell Goes Public on Privacy, Parts 1-3.

800 lb Gorilla Fandango Makes Noise at App Planet

Agency Rich Media Lovers Boogie as Palm Gets "Flash-y"

Churchill @ the Mobile UpFront

Google's Buzz Gets Stoned @ the WMC

Don't Go Into the Bathroom!