Kotler's New Metrics for Return on Marketing Investment (ROMI)

Brand Valuation
Knowledge Center

 

Next Topic

Brand Valuation > Forum > Kotler's New Metrics for Return on Marketing Investment (ROMI)

🔥NEW Kotler's New Metrics for Return on Marketing Investment (ROMI)
Shubhi Kotiya, Management Consultant, Germany, Premium Member

Kotler et al have introduced new metrics for better measurement of the Return on Marketing Investment (ROMI). In line with namely Aware (A1), Appeal (A2), Ask (A3), Act (A4), And Advocate (A5), they suggest2 ratios as valuable metrics: - Purchase Action Ratio (PAR), and - Brand Advocacy Ratio (BAR). WHAT ARE THE PAR AND BAR RATIO? DEFINITION
  • PURCHASE ACTION RATIO: How well companies convert brand awareness into the brand purchase. An essential matrix to track the customer journey from the A1(Aware) to the A4 (Act) stage. PAR = Purchase Action / Spontaneous Brand Awareness.
  • BRAND ADVOCACY RATIO: How well companies convert brand awareness into brand advocacy. An essential matrix to track the customer journey from the A1(Aware) to the A5 (Advocate) stage. BAR=Spontaneous Advocacy / Spontaneous brand Awareness.
EXAMPLE From a population of 100 people in the market, Brand Y is spontaneously recalled by 90 people. So the Brand Awareness is 90 / 100 (...) Read more? Sign up for free
 

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


         
Special Interest Group Leader

Interested? Sign up for free.


Brand Valuation
Summary
Forum
Best Practices


    Brand Valuation
    Knowledge Center

     

    Next Topic



    About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
    2020 12manage - The Executive Fast Track. V15.4 - Last updated: 29-3-2020. All names of their owners.