The latest addition to the ACA’s library of best practices publications aims to assist marketers in cracking a tough nut: the ability to measure – and therefore demonstrate – the effectiveness of their marketing communications investments.
Measuring Marketing Communications Effectiveness in an Ever Changing World – The Role of the MarCom Dashboard refines the concepts first advanced in the ACA’s 2005 landmark study Measuring Marketing Communications Returns – ROI or Dashboard? (more…)
By Stan Didzbalis, AgencyLink
Posted September 8th, 2009
Why is it that when folks from procurement knock on a marketer’s door, the marketer is inclined to slither under his or her desk? And when an agency hears that a procurement department is involved in an agency search, they mutter profanities under their breath, but pony up to try and win the business. Come on, it’s not the dentist!
Increasingly the procurement or strategic sourcing department is inserting itself into marketing agency searches, contract negotiations and consolidation exercises. Advances in corporate governance, thanks in part to Sarbanes-Oxley, the current recession and even the Quebec sponsorship scandal, have placed marketing decisions with financial implications under the procurement spotlight like never before. (more…)
By Susan Charles, ACA
Posted July 3rd, 2009
Marketing communications channels are multiplying – how and why marketing dollars shift among them is critical to the advertising and media communities. The ACA, in partnership with exclusive sponsor, The Toronto Star, and with the research services of Strategic Marketing Counsel, conducted a survey late last year where we investigated budgets in various MarCom channels, the change in budget sizes for 2007 & 2008, and projections for 2009. The information provides critical insights into the Canadian market, although the small sample base (54) means we can consider it neither representative nor projectable. (more…)