Newspaper article THE JOURNAL RECORD

Advertisers Seek Methods to Measure Impact

Newspaper article THE JOURNAL RECORD

Advertisers Seek Methods to Measure Impact

Article excerpt

N.Y. Times News Service

NAPLES, Fla. _ The more strenuously advertisers labor to achieve success in marketing consumer products, the more insistent the clamor grows to find methods to measure the effectiveness of advertising.

So the 84th annual meeting and conference of the Association of National Advertisers in Naples is trying to offer some solutions.

"Advertising, as a marketing and communications tool, will never command the respect it deserves until correlation between share of voice and profitable growth is firmly established," said DeWitt F. Helm Jr., president of the association, whose members account for more than 80 percent of annual spending on national and regional advertising.

Peter H. Coors, vice chairman and chief executive at the Coors Brewing Co. of Golden, Colo., explained why.

"With the economic climate as tough as it is, CEO's, board members and shareholders are looking more and more at bottom-line results," Coors told the audience at the general session Monday.

"Our marketing and advertising people must explain the short-and long-term benefits of what we're presenting to the public and be prepared to measure results, not only in sales but in profits."

Coors, who is featured in image-building campaigns for his 120-year-old family-owned brewery, praised the Silver Bullet advertising for his Coors Light brand, created by Foote, Cone Belding of Chicago.

The ads "consistently communicate our product attributes," he said, while simultaneously delivering "consistent brand volume and profit growth."

Gary M. Stibel, founder and principal at the New England Consulting Group, a marketing consulting company in Westport, Conn., shared the initial results of a study of the accountability of advertising.

If the effectiveness of advertising cannot be measured, Stibel warned, "someone is likely to insist we spend as little as possible on advertising."

"Agencies must and can be held accountable," he added. "The great agencies will welcome this."

Based on data from 1980 to 1990 provided by 15 leading association members including AT T, Coors, General Electric, General Motors and Procter Gamble, the study concluded that "advertising has a quantitative positive impact" on sales and market share, Stibel said, and is profitable "at least most of the time. …

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