Group 9 - PBM Project

7/25/2019 Group 9 - PBM Project

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Product and Brand Management

Project: Brand Awareness creation from Mass media days to

online media

Team 9:

Godfrey RoyanG15020

Vibhor ChaudharyG1505


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Introduction

Brand awareness indicates the capability of consumers to identify and memorize a brand in a

certain product category. Brand awareness represents the accumulated memory intensity of

consumers for a certain brand. It influences consumers significantly, and consumers may regard

it as the basis for prior consideration while selecting a new product. Therefore, brand awarenessis critical when consumers purchase new products. The importance of brand awareness lies in the

fact that consumers include it in their decision to purchase and evaluate the product. So an

unknown brand is relatively weak in the consideration of consumers, and a famous brand can

effectively reduce the perceived risks of consumers and increase their positive evaluation on the

products. A brand with high awareness and a fine image can further enhance the loyalty of

consumers for the brand, increase the trust of consumers in its products, and strengthen the

purchase intention. Famous brands could effectively help consumers identify the product and

endorse the value. Brand awareness is composed of brand recall and brand recognition, which

can be measured by indicators such as: if one heard the brand, if one is familiar with the brand,

and if one knows the characteristics of the brand. There are two dimensions for measuring brand

awareness, namely the contact with an external brand and customer experience. This study refers

the measurement items to design the measuring dimensions and indices of brand awareness, such

as the level of the awareness of the brand name in this product categories, if this brand was

heard, the meaning represented by the brand, and personal opinions about the brand.

Literature Review

Literature review covers the following topics - Brand awareness through traditional media, brand

awareness through social/online media

BRAND AWARENESS THROUGH TRADITIONAL MEDIA

How to Advertise and Build Brand Knowledge Globally Comparing Television Advertising

Appeals across Developed and Emerging Economies

Advertising appeals represent a tool that can be used to build brand knowledge and its

components. The process of brand building is similar to the persuasion process generated by

advertising. Advertising appeals have a relationship with the components of brand knowledge

through consumer's internal responses, either cognitive or affective

Below are the suggestions on how to advertise across different countries:

In low-GDP countries, where consumers aspire to being part of global consumer culture,

practitioners should use a global appeal when they want to develop their brand and build brand

knowledge. Cartoons, children, and analogies/metaphors are the elements that should be included

in the message. Also, advertising appeals must convey the idea of "global consumer culture" to

be effective


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In mid-GDP countries, practitioners should note that these consumers have, at least partially,

satisfied their global aspirations and look for something different. To address these consumers,

practitioners should adopt an experiential appeal that could help them create brand awareness,

improve brand attitude, and develop brand uniqueness. Messages centered on a product's

functionality should not be used. To design effective messages, marketers should consider using

story-line narratives, strong and emotional tones, fast-paced advertisements with female voice-overs, brand cues, analogies/metaphors, and hyperboles/emphases.

In high-GDP countries, practitioners also should not only adopt experiential appeals as for mid-

GDP countries, but they can increase brand awareness by using advertising appeals with which

consumers are less familiar or using a medium other than television.

Food-Related Advertising on Preschool Television: Building Brand Recognition in Young

Viewers

This study used content analysis to explore how much and what type of advertising is present intelevision programming aimed at toddlers and preschool-aged children and what methods of

persuasion are being used to sell products and to promote brands to the youngest viewers.

Four randomly selected, 4-hour blocks (9 AM to 1 PM) were recorded from each of 3 stations

airing programming aimed specifically at toddlers and preschool-aged children (Public

Broadcasting Service, Disney, and Nickelodeon). All content that aired in the spaces between

programs was examined. Data recorded for food-related advertisements included the primary

appeals used to promote products or brands, whether advertisements were aimed at children or

adults, whether advertisements used primarily animation or live action, whether advertisements

showed food, and whether licensed characters were used.

In 96 half-hour blocks of preschool programming, the 3 stations had a total of 130 food-related

advertisements. More than one half of all food advertisements were aimed specifically at

children, and the majority of those were for fast food chains or sweetened cereals. The primary

advertising appeals used associated products with fun and happiness and/or with excitement and

energy. Fast food advertisements in particular seemed to focus on building brand recognition and

positive associations, through the use of licensed characters, logos, and slogans.

The majority of child-oriented food advertisements viewed seemed to take a branding approach,

focusing on creating lifelong customers rather than generating immediate sales. Promotional

spots on advertisement-supported (Nickelodeon) and sponsor-supported (Public Broadcasting

Service and Disney) networks took similar approaches and used similar appeals, seeming topromote the equation that food equals fun and happiness.

Aspects of Online Business Communication To Mass Media

This paper aims to identify the trends and characteristics of the online communication as well as

challenges organizations have to cope with. The online communication to mass media is not a


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revolutionary concept anymore. In the near future, a synergic mix of the traditional

communication techniques and those inspired by the online communication is expected. The

organisations understand the need to present them as good as possible in the virtual environment,

to optimally manage the relations with various online audiences. The online communication

increasingly becomes complex because of audience diversification: clients, investors, employees.

The modern communication techniques allow reaching a wider public and faster than before. Theonline communication offers new ways of transmitting the message, more efficient way to reach

the public and more sophisticated ways to convince it. The emergence of new technologies

brings, besides their many advantages, unexpected challenges, too.

The use of the online communication has some limits and disadvantages as well. As the new

communication technologies ensure high interactivity and bilateral information exchanges, the

quantity and quality of the messages sent increase accordingly. The connection between the

message sender and the receiver is changing and a new type of relationship is being developed.

Internetas a connection between distributed and open systemsoffers an absolutely free and

global communication. It is the first technology determining a global change of the relations

between people. The online communication technologies allow an increased freedom of action

for the public. The stream of clicks is actually a decision stream. People have the option to

escape from the control of the messages sent by the communication institutions (mass media

institutions, advertising companies or PR departments). Besides its amusement function, the

Internet has two other major functions: information function and commercial function, which are

increasingly interlinked.

Empirical Evidence of TV Advertising Effectiveness

Recent reports in trade journals depicted a series of factors that suggested that TV advertisinghas lost effectiveness. These include:

The ability for viewers to control their viewing of TV commercials using DVRs for time

shifting viewing and fast-forwarding past commercials

Reports that over half of consumers do not like TV advertising and would prefer it did not exist

Increase in TV commercial clutter

shift in media consumption patterns that have led 50 percent of TV viewers to multitask,

presumably paying less attention to TV as they are simultaneously browsing the internet, making

telephone calls, reading, etc.

This article checks the effectiveness of TV advertising if it has substantially decreased over time.

Following hypothesis were examined to conclude that the effectiveness of TV advertising has

declined over time


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H l (a); Declining elasticity: Controlled test marketing and marketing-mix modeling should show

that the efficiency of generating incremental sales as a percent of the increase in advertising

pressure has declined over time.

H l (b): Declining elasticity controlling for copy effectiveness: After controlling for differences

in communications effectiveness, as measured by copy testing results, the efficiency ofgenerating incremental sales as a percent of the increase in advertising pressure should have

declined over time.

H2: Low relative effectiveness of the TV medium: In a marketing campaign that uses numerous

advertising platforms, the contribution toward marketing objectives that is attributed to the TV

advertising component should be below the contribution of other media.

Seven different databases, accounting for a total of 388 case histories, were accessed to conduct

a form of meta-analysis to address this issue. These databases include results from advertising-

weight tests, marketing-mix modeling, copy testing, return-on-marketing analysis from quasi-

experimental design, and media-planning tools. The evidence studied does not support the

acceptance of any of these hypotheses, leading to conclude that impressions from TV advertising

appear to be as effective as ever, even possibly increasing in effectiveness. In terms of specific

marketing objectives, the evidence suggests that the impact of TV on sales lift appears to operate

primarily by generating brand awareness, suggesting that an effective marketing plan that uses

TV should do so in conjunction with multiple forms of marketing in order to impact all stages of

the consumer purchase process.

TV Commercial Recall Correlates

This study demonstrates that at least one factor, program attitude, is significantly related to on-airrecall scores. The data show that the more favorably consumers feel toward a television program,

the more likely they are to remember commercials placed on that program. Since most users of

on-air testing do not "control" for the program factor, this factor probably contributes to the

unreliability (i.e., error) problem associated with on-air testing. To the degree that this factor and

other correlates of on-air scores are better controlled, on-air testing will become a more reliable

instrument for evaluating television commercials.

The findings also suggest that consumer attitudes toward television programs have important

consequences for the penetration of advertising. A commercial placed on a well-liked program,

audience composition and size held constant, may have far greater impact than the same

commercial carried by a less-liked program.

Awareness of Brands and Slogans

In order to assure maximum return for the marketers' efforts, a study to assess the degree to

which the awareness objective is accomplished was conducted. The results suggested that brand

and slogan awareness are dependent on the age, social class, and amount of print media


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readership of adolescents. Moreover, brand and slogan awareness were found to be related to the

incidence of opinion leadership. Brand and slogan awareness was greatest among opinion

leaders, adolescents in the upper-class, and adolescents who spent the most time reading

newspapers and magazines.

Important differences were observed between brand and slogan awareness of adolescents. Brandawareness appeared to increase with age while a reverse relationship was held for slogan

awareness. Also, the amount of television exposure had a completely different impact on brand

awareness than on slogan awareness. Slogan awareness increased with increased television

viewing, while brand awareness was lowest among those who watch television frequently. Brand

and slogan awareness was greatest for adolescents who spent the most time reading newspapers

and magazines.

BRAND AWARENESS THROUGH SOCIAL/ONLINE MEDIA

The Impact of Brand Awareness, Brand Knowledge and Price Positioning on Perceived

Risks Associated to Buying Online from Travel Agencies

As per the article, brand awareness is an important factor to be taken into consideration when

trying to attract new customers to buy online from travel agencies. Perceived risks associated to

buying online are significantly higher in the case of an unknown travel agency in comparison to

a known one. Therefore, travel agencies trying to attract new customers through online channels

must firstly create brand awareness.

It also talked about the fact that price positioning will have minimum influence on the risk

perceived by potential customers in the context of online purchasing from travel agencies.

Therefore, overall perceived risk are always a bit higher in the case of the agency with lower

prices. Thus, travel agencies trying to attract new customers through online channels should

avoid the pitfall of reducing the prices in order to reduce perceived risks.


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Lastly, a higher level of brand knowledge can reduce risks perceived by potential customers in

the context of online purchasing, be it performance, privacy/security, financial, or overall

perceived risk. This means that in order to gain new customers using the online environment,

travel agencies must not only create awareness at the recall or recognition level, but also brand

knowledge.

Integrating Your Social Media Activities - How companies are using social media to attract

new employees, land clients, promote their brand and cultivate a better public image for

the credit and collection industry.

Social media gives companies the opportunity to talk about their knowledge and experience, and

cultivate a better public image. Many have launched social media efforts as part of their

reputation management work. Some of these efforts that are discussed in the article are as

follows:

Promoting Your Company through Facebook: Facebook is the worlds largest social networkandcompanys Facebook page reflects its personality. Facebook advertising is a good approach to

reach out to employees/public compared to taking an ad out in a newspaper as its inexpensive

and you reach out to the right information using profile information that may be interested in the

company.

Considering Mobile Apps: Nowadays, there is an app for everything today, so there should be

one for the company too. Mobile app usage continues to grow as consumers seek the platform

that is most convenient for them to reach out for information.

Make Personal Connections: Encourage marketing team to connect with current or prospective

clients through their individual accounts. This will help sales staff make personal connectionswith leads and have more productive conversations.

Create specialized content: Companies should focus on content marketing and client education

which will help clients learn and grow. It should proactively share information of interest, such

as articles, white papers, eBooks, videos and infographics.

Tackling SEO: A company should ensure that its audience can easily find its website. Search

engine optimization can help boost websites ranking, but it is a difficult and continuous process.

Continuous Improvement: Social media is a core method of communication to boost a

companys business. Effective social media strategies are ever-evolving and should be integrated

with a companys marketing goals, to help shape its reputation and grow its business.

An Integrated Approach to Sports Branding: Examining the Influence of Social Media on

Brand Outcomes

Professional sports are a billion dollar industry that depends on fans for much of its success and

profit. Sports fans purchase tickets to sporting events and buy apparel and merchandise that helps


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extend the teams bottom line. Research on Integrated Marketing Communication and sports is

therefore particularly important. Integrated Marketing Communication (IMC) is the development

of relationships with consumers through strategic messages and dialogue. Sports teams have

embraced IMC by using social media to connect with fans and strengthen their identification

with the team. It is suggested that brands with a strong social media presence are better equipped

to increase brand awareness and maintain communication with consumers. Current studyevaluates the influence of social media on desirable brand outcomes, including brand

relationships, fan identification with a team, and also the influence of these desirable brand

outcomes on brand equity. Using social media, consumers can provide direct feedback and feel

more engaged with the brand, thus strengthening the brand relationship. A survey of NBA fans

found that using the social networking sites Facebook and Twitter had a significant influence on

each of the brand outcomes. Results revealed Twitter to have a slightly stronger influence on

brand relationships and fan identification than Facebook. Therefore, marketers should use a

variety of communication channels to maintain and enhance relationships with consumers.

How Do Consumer Buzz and Traffic in Social Media Marketing Predict the Value of the

Firm?

Consumer buzz in the form of user-generated reviews, recommendations, and blogs signals that

consumer attitude and advocacy can influence firm value. Web traffic also affects brand

awareness and customer acquisition, and is a predictor of the performance of a firms stock in the

market. The information systems and accounting literature have treated buzz and traffic

separately in studying their relationships with firm performance.

In the journal, interactions between buzz and traffic as well as competitive effects that have been

overlooked. To study the relationship between user-initiated Web activities and firm

performance, a unique data set with metrics for consumer buzz, Web traffic, and firm value was


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collected. A vector auto regression with exogenous variables model is employed that captures the

evolution and interdependence between the time series of dependent variables. This model

enables to examine dynamic effects, interaction effects, and market competition effects.

Results from the study support that dynamic relationships of buzz and traffic with firm value.

They also reveal significant market competition effects from both- firms own and its rivalsbuzz and traffic. The findings also provide insights for e-commerce managers regarding Website

design and customer relation management to best respond to competitorsstrategic moves.

The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of

Innovation ProductAn Example of iPhone

The number of mobile phone users has increased steadily in recent years. Mobile phone

manufacturers continuously compete to be the first to introduce innovative products to the

market in the hope to gain a larger market share. This study uses 3G mobile phone as an example

to examine whether perceived innovation and brand awareness have a significant impact on theperceived quality, perceived value, and purchase intention toward innovation products.

An analysis had 595 effective questionnaires which produced five main findings:

(i) consumer-perceived innovation has significant and positive impact on the perceived

quality and purchase intention

(ii) brand awareness has significant and positive impact on the consumer-perceived

quality

(iii) perceived quality has significant and positive impact on perceived value

(iv) consumer-perceived value has significant and positive impact on purchase intention

(v)

Consumer-perceived quality has significant and negative impact on purchaseintention.

Moreover, this study evidences that consumer-perceived innovation has higher effect on

purchase intention than brand awareness. These results can provide useful information to mobile

phone industry to carry out innovation planning and marketing strategy.

Is a Picture Always Worth a Thousand Words? Attention to Structural Elements of e-

WOM for Consumer Brands within Social Media

The article talks about consumer attention, which has been known to influence advertising, haschanged dramatically in at least two ways:

Firstly, with the emergence of social media massive amounts of image and text-based messages

get created. According to a recent report (Bennett, 2012), consumers share more than 600,000

pieces of content and create over 25,000 social media posts every sixty seconds. In such an over-

saturated environment, text and image elements must compete to get noticed at all. This is


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significant because in order for message elements to have an impact on consumers, they must

first be noticed.

Secondly, the growing influence of consumer-generated electronic word-of-mouth (e-WOM) has

become a critical component of marketing with user-generated reviews perceived as more

credible and less biased than company-generated. New customer acquisition, increased sales andproduct-use decisions have all been directly linked to WOM communication. Negative word-of-

mouth (NWOM) introduces the possibility of product reviews being harmful as opposed to

promotional. It could be leveraged as a valuable tool to bring attention to important issues where

difference-making is needed.

Making it work: 5 steps to social media success

The article talks about creating a social media plan in this competitive industry to effectively

reach out to the audience. It has summarized five steps to create an effective strategy:

1.

Know your audience: It is important to study your current and potential audiences and

how they use social media. It would be better to research their social media using habits

to better reach out to them.

2. Identify your goals: It is also important to identify your goal of marketing plan. Changing

the tone of the marketing plan may confuse audience and may lead to decrease in

followership.

3. Develop a social voice: Have conversations and Engage with audiences interested in the

brand to grow your following.

4. Measure your performance: Use monitoring tools to measure success of marketing

campaigns, increase in following, no of likes, increase in downloads or higher traffic.

5.

Evaluate content: Try different approaches from time to time and evaluate the type ofcontent that generates highest interest.

Social Media in Advertising Campaigns Examining the Effects on Perceived Persuasive

Intent, Campaign and Brand Responses

Because of increasing popularity of advertising on social media, and social network sites (SNSs),

the aim of this study is to give insight into the effectiveness of SNS advertising. The

experimental study compares consumer responses to advertising on SNSs and television (TV).

This study not only examines the relative persuasive impact of SNS campaigns, as compared to

traditional advertising formats, but also tests the effectiveness of integrating SNSs into

traditional advertising campaigns. Four findings regarding the impact of such campaigns are

obtained from the three empirical studies. First, affective responses are more favourable

regarding TV campaigns. Second, cognitive and behavioural responses are more favourable

regarding SNS-only campaigns. Third, cross-media campaigns that combine TV and SNS

formats can be equally effective or more effective to campaigns using only TV or only social

media, but do not necessarily result in direct synergy effects. Fourth, campaigns in which SNSs


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are combined with messages in traditional media are perceived as less persuasive, and this

difference in the perceived persuasive intent subsequently influences consumers attitudes and

buying intention. Thus, the overall conclusion is that social media can play an important and

distinguishing role in advertising campaigns: on the one hand, because they lead to enhanced

buying intentions and cognitive responses; and on the other hand, because consumers are not, or

at least less, aware of the persuasive nature of campaigns on SNSs. Therefore, for advertisers,such campaigns are an interesting supplement to traditional advertising campaigns.

Relevance and Application in the Indian Market

With the advent of multiple social media, companies have stepped up brand awareness creation

activities. Because of this, India's top brands achieved record-breaking total value growth of 33%

in 2015.

This year-on-year brand value increase is highest in 10-year history exceeding that of the Global

Top 100 as well as the rankings for China, Latin America and Indonesia. This reflects a new

sense of consumer empowerment, and smart business management by corporates

Key highlights of the 2015 BrandZ Top 50 Most Valuable Indian Brands study include:

Financial brands continue to dominate. With 13 brands in the Top 50, accounting for 41% of its

value ($38.1bn), the financial sector has built brand strength by making a consistent effort to

serve consumers better. Biggest risers: Union Bank of India (no.46, +72%), Punjab National

Bank (no.22, +61%) and IndusInd Bank (no.13, +46%).

Home and personal care brands grew 32%, driven by increased disposable income and

spending on premium products, and investment by marketers across traditional and new media.

These 12 brands hold 15% ($13.4bn) of the rankings total brand value. Fastest risers: Lakme

(no.44, +69%), Lifebuoy (no.31, +49%) and Colgate (no.26, +44%).

Purpose is power. Indian consumers expect brands to actively participate in building a better

society, and those that do have a higher brand value. Lifebuoy (no.31) has a social mission to


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change consumers hygiene behavior, while Asian Paints (no.5) aspires to rejuvenate peoples

living spaces and bring joy to their lives.

Indian consumers trust brands. In stark contrast with other markets, trust in brands is growing

steadily. Consumers in India appreciate brands, and 33% say they trust them. Among the most

trusted are jeweler Tanishq (no.21), part of the respected Tata conglomerate, and Colgate, whichis part of Indian folklore, and has been instrumental in organizing dental check-up camps to raise

dental hygiene awareness.

All four new entrants are of Indian origin Axis Bank, Canara Bank, MRF and Royal Enfield.

Three are privately owned, and one is an SOE.

Disruption is on the horizon from e-commerce and mobile brands that are building scale and

connecting with consumers at a frenetic pace. These are not yet eligible to be ranked in the Top

50 because they are not publicly traded.

The BrandZ India Top 50 outperforms SENSEX (a weighted index of 30 stocks on the Bombay

Stock Exchange), showing how valuable brands deliver superior returns. A stock portfoliocomprised of the Top 50 increased their share value 18.6% between August 2014 and July 2015,

while Indias SENSEX index increased only 1.5%. The ROI produced by the BrandZ portfolio

was over 12 times greater.

The BrandZTop 50 Most Valuable Indian Brands 2015

Rank

2015Brand Category

Brand value

2015 (US $M)

Brand value

changeRank 2014

1 HDFC Bank Banks 12,577 33% 1

2 Airtel Telecoms 11,039 34% 2

3 State Bank of India Banks 9,374 37% 3

4 ICICI Bank Banks 5,122 45% 4

5 Asian Paints Paints 3,867 38% 6

6 Bajaj Bank Automobiles 3,345 10% 5

7 Hero Automobiles 2,907 34% 7

8 Axis Bank Banks 2,494 New New


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9 Kotak Mahindra Bank Banks 2,394 39% 9

10 Maruti Suzuki Automobiles 2,318 54% 11

11 Idea Telecoms 1,981 5% 8

12 Castrol Lubricants 1,773 40% 15

13 IndusInd Bank Banks 1,542 46% 19

14 McDowell's Alcohol 1,516 9% 13

15 Nestl Food/dairy 1,498 22% 16

The BrandZ Ranking system is done by WPP and Millward Brown every year.

The valuation methodology behind the BrandZ Top 50 Most Valuable Indian Brands ranking

is the only one that combines financial data with the perceptions of Indian consumers, making it

the definitive study of the most accomplished brands in this fast-growing market. The ranking is

accompanied by a detailed report that analyzes the success of the Top 50, identifies the key

forces driving brand growth in India, and makes action-oriented recommendations to help brands

successfully navigate this environment.

The valuation combines rigorously analyzed financial data from Bloomberg and Kantar World

panel with the opinions of more than 50,000 Indian consumers, gathered for over 600 brands in

50+ categories. All brands meet these two eligibility criteria:

Thebrand is owned by an enterprise listed on a stock exchange in India

In the case of banks, at least 25 percent of earnings were derived from retail business.

The 2015 study shows that India is a market of great opportunities where consumers are feeling

empowered, and this is increasingly reflected in their brand choices. The new Modi government

is committed to creating an environment in which brands can flourish. India is distinct in many

ways from other fast-growing markets, however, so simply applying strategies that have proved

successful elsewhere will not work in India. Any brand intending to compete in India must gaindeep insights into its nuancessuch as the need to modernize while respecting the past, and the

desire to remain fundamentally Indian.


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Brand Awareness metrics

The goal of a company is to assess its marketing campaign and effectiveness. Below are the

metrics for the same:

1. Reach and frequency

Reach is the number of visitors exposed to an ad. Increased reach means that an ad is exposed to

more potential customers, which may lead to increased awareness. Frequency is the average

number of times a visitor was exposed to an ad over a period of time.

2. Mentions Per Time Period/Impressions

The online equivalent of "impressions", looking simply at how many times your brand is talked

about online during a given time period can give you a sense of overall awareness and chatter.

3. Inbound Links

Inbound links or back links are the incoming links to a website or web page.

4. Share of Voice

Share of Voice measures is a way of measuring an amount of advertising presence or strength for

a particular brand or product, or essentially: how much is our brand or product talked about

compared to our competitors

5. Share of Conversation

Share of Conversation measures how often you or your company are mentioned in context of the

conversations that are most relevant to you.

6. Subscribers to ContentRelated to potential reach, number of subscriptions can function as both an awareness and an

engagement metric. Whether you're talking email subscribers, blog subscribers, or even

subscribers to your print publication, subscriptions represent conscious interest in your content

and a focused group of potential reach for that media.

7. Referral and Recommendation Ratio

This metric really ends up in the camp of engagement, too, as well as sales. If you can

successfully increase the ratio of direct brand recommendations as an overall share of reach and

awareness, you'll better make a case for designing efforts to reach larger audiences.

8. Brand Recognition

It can be an interesting broad-brush look at whether you're present in people's minds in the ways

that matter to you. Sometimes called recall, the idea here is looking at everything from whether

people can and do name your brand inside of a relevant market category, or in association with

other relevant ideas or concepts.


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9. Brand-Specific Searches

Keyword searches represent a broader need, while brand-specific searches are an indicator that

you're being sought out specifically.

10. Sentiment Trends

While impressions can tell you volume of mentions, coupling them with sentiment trends can tell

you whether the brand impression overall is favorable or not

11. Content Resonance

This looks at who in your network reshared and passed along your content: retweets, reblogs,

shares, or inbound links from spinoff content.

12. Clickthrough rate

It is used to measure customer engagement for Search Network ads. It's more important to try to

achieve a good CTR on the Search Network (1% or higher) than on the Display Network, whereclick through rates are frequently lower.

References

E-Journals from EBSCO and Emerald database

http://www.wpp.com/wpp/press/2015/sep/09/indias-top-brands-achieve-record-breaking-value-

growth-of-33-per-cent/

http://www.exacttarget.com/blog/10-key-awareness-metrics-to-track/

https://support.google.com/partners/answer/1722064?hl=en

https://www.brandwatch.com/2015/10/marketing-how-to-measure-brand-awareness/

http://covalentmarketing.com/blog/2013/07/10/measuring-brand-awareness/
http://www.wpp.com/wpp/press/2015/sep/09/indias-top-brands-achieve-record-breaking-value-growth-of-33-per-cent/http://www.wpp.com/wpp/press/2015/sep/09/indias-top-brands-achieve-record-breaking-value-growth-of-33-per-cent/http://www.exacttarget.com/blog/10-key-awareness-metrics-to-track/https://support.google.com/partners/answer/1722064?hl=enhttps://www.brandwatch.com/2015/10/marketing-how-to-measure-brand-awareness/http://covalentmarketing.com/blog/2013/07/10/measuring-brand-awareness/http://covalentmarketing.com/blog/2013/07/10/measuring-brand-awareness/https://www.brandwatch.com/2015/10/marketing-how-to-measure-brand-awareness/https://support.google.com/partners/answer/1722064?hl=enhttp://www.exacttarget.com/blog/10-key-awareness-metrics-to-track/http://www.wpp.com/wpp/press/2015/sep/09/indias-top-brands-achieve-record-breaking-value-growth-of-33-per-cent/http://www.wpp.com/wpp/press/2015/sep/09/indias-top-brands-achieve-record-breaking-value-growth-of-33-per-cent/

Documents

Group 9 - PBM Project