This book moves marketing into a new phase of financial accountability. Written by Don E. Schultz and Jeffrey S. Walters, it enables marketers to finally answer the nagging question, "What do I get for my brand communication dollars?"
A key part of the book is the easy-to-follow spreadsheet that enables marketers to enter appropriate data and calculate their own brand communication return-on-investment. This formula is made available on an enclosed computer disk with both MAC and PC formats. Using the spreadsheet and step-by-step directions, Schultz and Walters demonstrate how marketers can mine databases and other resources to determine the actual dollar return on the range of brand communication efforts.
The book provides readers with a concise and informative history of brand communication measurement, including the author's vision of 21st century marketers. It makes the case that marketers must move away from the static measurement systems of the past toward ones more appropriate for today's dynamic marketplace.
Note: If you are interested in this topic, you may want to arrange a customized seminar taught by Don Schultz at your company. Call ANA Seminars at 212.697.5950.
Customer Reviews:
Avg. Customer Rating: 4.0 / 5.0
A waste of time:
The title implies a solution to the very practical problem faced by many of us in trying to quantify the effects (ROI among them) of marketing communications. The authors affirm that it is impossible to disentangle the effects of all communications (ads) by the firm and its competitors, not to mention all other contacts customers have with the firm. That I knew.
Finally one comes to the grand spreadsheet for solving the riddle. But instead of any useful ideas on how to actually MEASURE the effects of... more info
ROI is what people cares these days!!:
For anyone involved in marketing this book gives very practical advice. A common complaint about business books is that they are all OK in theory but contain little in the way of explanations of how to do it - this book however offers not some good case study. Overall very impressive and a must read for anyone involved in sales, advertising or marketing functions. Another book I highly recommended is 60-Minute Brand Strategist by Idris Mootee. This book is LOADED with super solid, meaty real world branding... more info
A solid primer on brand communication return on investment:
I have used this Jeff Walters and Don Schultz book quite a bit to educate myself on ROI methodologies. As a marketing consultant and the former co-CEO of a small internet startup, i found the book to be super helpful in planning analysis programs for brand communication efforts. The detail and help Walters and Schultz lend to beginning and experienced marketers is terrific. I also have seen this book and its methodologies used by my marketing clients with great results. There are few smart companies out... more info
Measuring Brand Communications ROI:
This was a very strong book as it gave you a good conceptual overview and then went one step further in giving you details about how to move forward with ROI measurement. The spreadsheet and floppy disk were also an extra in helping you attain an action plan. The other key element that I liked was the the side bars and detailed marketing examples.
The authors gave a good presentation of real world marketing applications as well as strong theory regarding the future of marketing communications. Overall a... more info
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