Market value planning

Article Abstract:

Market Value Planning (MVP) is a new tool for helping advertisers quantify the returns on their communications investment. Unlike conventional tools such as CPM (cost per thousand copies) whose traditional assumptions might not hold in today's markets, MVP allows the media buyer to compare media alternatives not only on the number of targeted people but on the actual market value those people represent to the advertised product or service. MVP arrives at the market value in terms most suitable for the category.

Market Research

---

Taking it from the top

Article Abstract:

American Cynamid Co had successfully undertaken a direct marketing campaign for its Cadre DG peanut herbicide. The mailing, developed by the Database Marketing Group of the company's advertising agency WestWayne Inc, had an 18% response rate. Using data from the annual Production Practices Survey and the Cyanamid-sponsored Harvest Partners Preferred Customers Program, the campaign targeted the top 200 peanut growers who accounted for 30% of 1997 Cadre sales.

Pesticide and Other Agricultural Chemical Manufacturing, Herbicides

---

Similar abstracts:

• Abstracts: Corporate governance in banking - a case for tighter regulation? The cost of independent chairmen
• Abstracts: Technology takes care of business. Careful planning is the key to success
• Abstracts: Global market: ready to pop. Seed marketing reinvented. If you advertise it, will they come?

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.