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Article: Advertising’s Greatest Hits
Paul Dyson and Karl Weaver, Admap* February 2006
Drawing on experience gained over hundreds of projects, this paper identifies and quantifies the top 10 drivers of adspend profitability. |
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Article: Cutting Adspend in a Recession Delays Recovery
Paul Dyson, WARC Online Exclusive March 2008
This article (amongst the top 10 most downloaded from the WARC website in 2008) first summarises the evidence for supporting marketing investment during economic recessions and then goes on to demonstrate the loss in cash flow over several years that can result when budgets are cut. |
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Article: Taking the Guesswork Out Of Budgeting
Karl Weaver and Paul Dyson, Admap* February 2008
It is not possible to be certain about the future. This article demonstrates how risk assessment can be applied to budget setting and allocation. |
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Article: The Burst is Dead... Long Live the Burst!
Paul Dyson, Admap* November 2006
After reviewing the history of the burst-versus-continuity debate, this article demonstrates why emphasis has more recently been placed on continuity and why this is flawed if practical realities are taken into account. |
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Article: How to Budget Better
Paul Dyson, Admap* October 2004
An article prepared for the 40th Anniversary issue of Admap which reviews approaches to budget setting used over the last 30 years and discusses how things might change in the next decade. |
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Article: Sausages and Modelling Advertising + Appendix
Karl Weaver, Admap* September 2004
An overview of the standards econometric practitioners should adhere to. Presented in a non-technical way, the paper arms any purchaser of econometric services with a list of best practices that should be expected from any supplier as a matter of course. |
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Article: Calculating the Payback from Advertising
Karl Weaver, Financial Marketing August 2004
A demonstration of how the payback from advertising can be calculated and how the results can then be used to set more efficient budgets in the future. |
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Article: Budget Allocation Exposed
Karl Weaver and Dr. David Merrick, Admap* July/August 2004
This paper argues that budget setting need not be ‘black box’ in its approach and presents an easy-to-follow method for defining response curves – key for successful budget setting. |
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Article: Advertising Profitability: Size Matters
Paul Dyson, Admap* November 2003
The widely held view that advertising does not pay for itself is biased. It stems from the richest data sources (and therefore the majority of the measurement) being in the FMCG (fast moving consumer goods) sector. And such products rarely operate in markets big enough for advertising to pay back profitably. |
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Article: Justifying the Advertising Budget
Paul Dyson, Admap* “Monitoring Advertising’s Performance” Conference Jan. 1998
This article identifies five factors that are key in affecting the return on advertising investment based on knowledge gained during 14 years of econometric modelling. |
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Article: Using Modelling to Improve Media Laydown
Paul Dyson, Admap* December 1996
A case history detailing how sophisticated phasing of media budgets over time improved awareness levels pound for pound by 9%. |
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Article: How to Manage the Budget Across a Brand Portfolio
Paul Dyson, Admap* December 1999
Defining a process for budget setting is critical to growth across a brand portfolio. This article highlights alternatives to identifying optimal budget levels. |
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* Papers appearing in Admap are unedited versions and are reproduced with permission of Admap, the world’s primary source of strategies for effective advertising, marketing and research. To subscribe visit www.admapmagazine.com. © Copyright Admap. |
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