Branding: Advertising and Brand

Branding 101:

An Overview of Branding and Brand Measurement for Online Marketers

Report Contact:
Molly Hislop
Director of Research & Development, Dynamic Logic
800-245-2455
[e-mail]

April 2001

Dynamic Logic 's Branding 101:
An Overview of Branding and Brand Measurement for Online Marketers

Table of Contents
INTRODUCTION 3
WHAT IS BRANDING? 6
MEASURING BRANDING OFFLINE 9
STANDARD PRACTICES IN TELEVISION ADVERTISING 9
Case Study: Kraft Uses Copy Testing for DiGiorno Rising Crust Pizza 9
STANDARD PRACTICES IN PRINT ADVERTISING 10
Case Study: Advertising Works in Print 11
TRACKING STUDIES 12
Case Study: Avis – Rent-A-Car 12
MEASURING BRANDING ONLINE 14
ONLINE COPY TESTS 14
Case Study: Findings From Ipsos-ASI Interactive 14
IN MARKET MEASURES 15
Case Study: Travelocity 16
COMPARING ONLINE AND OFFLINE BRANDING 18
TABLE: COMPARING MEDIA EFFECTIVENESS IN BRANDING AND DIRECT MARKETING 18
MSDW OBSERVATIONS ON MEDIA EFFECTIVENESS 18
Brand Recall 18
Generating Product Interest 19
Generating Brand Awareness 19
Cost Effectiveness 19
SUMMARY 20
GLOSSARY OF TERMS 21
REFERENCES 22 Dynamic Logic 's Branding 101:
An Overview of Branding and Brand Measurement for Online Marketers

Introduction
Professionals involved in online media are met with increasing scrutiny surrounding the medium’s value. Online media is not alone, however at their inception, all forms of media have been pushed to show value. Through that pressure have come some innovative and widely accepted approaches to measure advertising effectiveness.
One simple way to measure the effectiveness of advertising, as stated by the head of online advertising at a large packaged goods company is to "stop advertising and see what happens." While that comment was made humorously, it underscores the notion that we know advertising works - it 's just a challenge to know precisely how.
Since the stop-and-see-what-happens approach is not feasible,

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