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.
Publication Name: Agri Marketing
Subject: Economics
ISSN: 0002-1180
Year: 1999
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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.
Publication Name: Agri Marketing
Subject: Economics
ISSN: 0002-1180
Year: 1999
User Contributions:
Comment about this article or add new information about this topic: