WARC
Why brands should consider attention-based metrics
Marketing Truth 1, Effectiveness is as important as efficiency
What does Byron Sharp’s research really tell us about differentiation?
Attention drives incremental profit
How brand and advertising reduced price elasticity for McCain
#Limitations
- This is a case study of a single brand example, meaning there is great potential for individual variance here.
Health of creativity
#Limitations
- There's a strong possibility that there is a confounding variable here driving the correlation between creative-award-winning campaigns and effectiveness-award-winning campaigns (e.g. media investment)
Creative quality, validating the role of creative in driving ROI with Kantar
The Multiplier Effect
#Limitations
- The report itself admits that "defining in practice what is 'brand' or 'performance' messaging is difficult", calling into question the assertions that itself makes about the relationship between the two.
Growth efficiency, marketing's existential metric
#Limitations
- The dataset used to establish what the authors call "growth efficiency" is based solely on sales data and advertising spend on Amazon, which isn't necessarily representative of sales and ad spend more generally.
Raising prices? How advertising strengthens your brand’s pricing power
Can marketers affect consumer sensitivity to price changes?
It’s time to bring pricing power into the business case for advertising
How long does it take for CPG ad spend to pay back?
The funnel alibi, Why brand building and activation should be undertaken simultaneously
Limitations:
- None of the underlying methodology behind the "Forethought Survey" is available here.
What should the price of my brand be? Three hacks to get it right