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Rex Briggs
Rex Briggs (born 1971) is an author, award winning marketing ROI researcher. He began his career at Yankelovich Partners, where he was noted for his work in Generation X Minority marketing. While at Yankelovich, he is noted for developing a theory called “The Psychology of disenfranchisement.” Briggs was among the first to research the Internet. Briggs is responsible for several innovations in digital marketing. In 1995, Briggs joined Wired, as Director of Research, focusing on their digital brand HotWired. He created the first study of Web banner advertising effectiveness. The research is notable because it was the first application of random sampling online, and used design of experiments to measure the in-market impact of online advertising. Briggs and his team at HotWired innovated one-to-one web marketing to deliver personalized content, and real-time web analytics, known as “HotStats”. Online Advertising Measurement In 1997, Briggs founded MBInteractive, with Josh ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing ROI
Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventories (often considered capital expenditure or CAPEX), marketing funds are typically 'risked'. Marketing spending is typically expensed in the current period ( operational expenditure or OPEX). The idea of measuring the market's response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed justified if the ROMI is positive. In a survey of nearly 200 senior marketing managers, nearly half responded that they found the ROMI metric very useful.Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010) ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Bill Gates
William Henry Gates III (born October 28, 1955) is an American business magnate and philanthropist. He is a co-founder of Microsoft, along with his late childhood friend Paul Allen. During his career at Microsoft, Gates held the positions of chairman, chief executive officer (CEO), president and chief software architect, while also being the largest individual shareholder until May 2014. He was a major entrepreneur of the microcomputer revolution of the 1970s and 1980s. Gates was born and raised in Seattle. In 1975, he and Allen founded Microsoft in Albuquerque, New Mexico. It became the world's largest personal computer software company. Gates led the company as chairman and CEO until stepping down as CEO in January 2000, succeeded by Steve Ballmer, but he remained chairman of the board of directors and became chief software architect. During the late 1990s, he was criticized for his business tactics, which have been considered anti-competitive. This opinion has b ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
ESOMAR
ESOMAR is a membership organization for market, social, and opinion researchers that was founded in 1947. The name ESOMAR is an abbreviation of their original name, the European Society for Opinion and Marketing Research, which reflects the original catchment of the organisation. ESOMAR has published an ethics and guidance code for its members since 1948, with a joint code being published with the International Chamber of Commerce (ICC) since 1977. History ESOMAR was founded in 1947. In 1948 the first version of code of practice for members was published. In 1976 ESOMAR and the ICC determined a single code of practice would be preferable and the first joint code of practice was published in 1977, with revisions in 1986, 1994 and 2007. From the revision in 2016 the title and content was changed to include data analytics Analytics is the systematic computational analysis of data or statistics. It is used for the discovery, interpretation, and communication of meaningful pa ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Social Media Marketing
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone." When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Harvard
Harvard University is a private Ivy League research university in Cambridge, Massachusetts. Founded in 1636 as Harvard College and named for its first benefactor, the Puritan clergyman John Harvard, it is the oldest institution of higher learning in the United States and one of the most prestigious and highly ranked universities in the world. The university is composed of ten academic faculties plus Harvard Radcliffe Institute. The Faculty of Arts and Sciences offers study in a wide range of undergraduate and graduate academic disciplines, and other faculties offer only graduate degrees, including professional degrees. Harvard has three main campuses: the Cambridge campus centered on Harvard Yard; an adjoining campus immediately across Charles River in the Allston neighborhood of Boston; and the medical campus in Boston's Longwood Medical Area. Harvard's endowment is valued at $50.9 billion, making it the wealthiest academic institution in the world. End ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Wharton School Of The University Of Pennsylvania
The Wharton School of the University of Pennsylvania ( ; also known as Wharton Business School, the Wharton School, Penn Wharton, and Wharton) is the business school of the University of Pennsylvania, a private Ivy League research university in Philadelphia. Generally considered to be one of the most prestigious business schools in the world, the Wharton School is the world's oldest collegiate business school, having been established in 1881 through a donation from Joseph Wharton. The Wharton School awards the Bachelor of Science with a school-specific economics major, with concentrations in over 18 disciplines in Wharton's academic departments. The degree is a general business degree focused on core business skills. At the graduate level, the Master of Business Administration (MBA) program can be pursued standalone or offers dual studies leading to a joint degree from other schools (e.g., law, engineering, government). Similarly, in addition to its tracks in accounting, finance, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Association Of National Advertisers
The Association of National Advertisers (ANA) represents the marketing community in the United States. Its headquarters is in New York City and it has another office in Washington, D.C. ANA's membership includes over 600 companies with 25,000 brands that collectively spend over 400 billion dollars in marketing communications and advertising. A mid-2018 joint announcement with the Data & Marketing Association (''theDMA''), stated as "to be completed as of July 1, 2018" and having as its goal "the single largest trade association in the U.S. devoted to serving all aspects of marketing" had not materialized as of the projected date. A 1999 Advertising Age opinion page headlined "Who gets what in ANA's drive to enlist shops?" asked "does agency membership in the ANA serve the times?" History Early years The Association of National Advertisers, Inc., the U.S. advertising industry’s oldest trade association, was founded on June 24, 1910, in Detroit, Michigan, by 45 companies. ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
John Wanamaker
John Wanamaker (July 11, 1838December 12, 1922) was an American merchant and religious, civic and political figure, considered by some to be a proponent of advertising and a "pioneer in marketing". He was born in Philadelphia, Pennsylvania, and served as U.S. Postmaster General during the term of U.S. President Benjamin Harrison from 1889 to 1893. Early life and family Wanamaker was born on July 11, 1838, in a then-rural, unincorporated area that would in time come to be known as the Grays Ferry neighborhood of South Philadelphia. His parents were John Nelson Wanamaker, a brickmaker and native of Kingwood, New Jersey, and Elizabeth Deshong Kochersperger, daughter of a farmer and innkeeper at Gray's Ferry. Her ancestors came from Rittershoffen in Alsace, France, and from Canton of Bern in Switzerland. At the age of 19 he was hired by the Philadelphia YMCA, he was the first corresponding secretary in the YMCA movement. In 1860 John Wanamaker married Mary Erringer Brown (183 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Steve Ballmer
Steven Anthony Ballmer (; March 24, 1956) is an American business magnate and investor who served as the chief executive officer of Microsoft from 2000 to 2014. He is the current owner of the Los Angeles Clippers of the National Basketball Association (NBA). As of November 2022, ''Bloomberg Billionaires Index'' estimates his personal wealth at around $79.7 billion, making him the tenth-richest person on Earth. Ballmer was hired by Bill Gates at Microsoft in 1980, and subsequently left the MBA program at Stanford University. He eventually became president in 1998, and replaced Gates as CEO on January 13, 2000. On February 4, 2014, Ballmer retired as CEO and was replaced by Satya Nadella; Ballmer remained on Microsoft's Board of Directors until August 19, 2014, when he left to prepare for teaching a new class. His tenure and legacy as Microsoft CEO has received mixed reception, with the company tripling sales and doubling profits, but losing its market dominance and missing out ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Surround Sound Marketing
Surround Sound Marketing is a term to describe the way in which a combination of marketing messages using different media formats work synergistically. Background The term originates from research by Rex Briggs in 1997, when he was conducting exposed/control experiments with online advertising for Ford Fiesta in the UK. Even though the online ad banners had only a picture of a person blowing bubble gum and the Ford Fiesta logo, exposure to the advertisement increased perceptions of safety. "This baffled American analyst: How could this banner ad, which contained only an odd picture and the Ford logo, convince anyone that Ford is a safe car?" Digging further, Briggs learned that simultaneously, TV, print and outdoor campaign featured the same person blowing bubble gum, and explaining the safety features, including airbags. The exposure to the online advertising, Briggs concluded, was reinforcing the messaging already received in other media. As Briggs and Stuart explain in th ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Generation X
Generation X (or Gen X for short) is the Western demographic cohort following the baby boomers and preceding the millennials. Researchers and popular media use the mid-to-late 1960s as starting birth years and the late 1970s to early 1980s as ending birth years, with the generation being generally defined as people born from 1965 to 1980. By this definition and U.S. Census data, there are 65.2 million Gen Xers in the United States as of 2019. Most members of Generation X are the children of the Silent Generation and early boomers; Xers are also often the parents of millennials and Generation Z. As children in the 1970s and 1980s, a time of shifting societal values, Gen Xers were sometimes called the "latchkey generation," which stems from their returning as children to an empty home and needing to use the door key, due to reduced adult supervision compared to previous generations. This was a result of increasing divorce rates and increased maternal participation in the ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
