School daze

Article Abstract:

Many companies are trying to market their goods through in-school campaigns, but community suspicion and resistance are increasing, as parental resentment of heavy-handed manipulation of their children increases. Many schools are caught between the pressures of budget cuts, the availability of corporate sponsorships, and their educational missions. Marketers should be sure that their efforts do not close more doors than they open.

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Weighing the ineffable: measuring the return on investment in brand communications

Article Abstract:

Calculating return on investment in brand-name communications is possible by treating brand communications like other company expenditures. Information can be obtained from clients and manipulated to find the consumer purchase values expressed in income flows, or money clients spend, for a specified time period. This provides a value figure as a base for future investments.

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Summertime blues: the research arm of a publishing company argues that advertisers should not let their ad schedules go on vacation

Article Abstract:

Penton Research Services found that advertisers should not decrease their advertising spending during the summer months. Leads decrease only 3% below the yearly average during the summer months and new orders decrease only 1% below the yearly average during the summer months. Many executives catch up on their reading and investigate new suppliers during the summer months.

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