10
Advertising and sponsorship metrics
Key concepts covered in this chapter:
- Advertising: impressions, gross rating points, and opportunities-to-see
- Cost per thousand impressions (CPM) rates
- Reach/net reach and frequency
- Frequency response functions
- Effective reach and effective frequency
- Share of voice
- Advertising elasticity of demand
- Return on advertising spend (ROAS)
- Equivalent media value from sponsorship
- Sponsorship ROI
Introduction
Advertising is the cornerstone of many marketing strategies. The positioning and communications conveyed by advertising often set the tone and timing for many other sales and promotion efforts. While advertising can be the defining element of the marketing mix, it can also be expensive and is notoriously ...
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