Comments on: Are marketers mortgaging their brands’ future? http://blog.joelrubinson.net/2009/11/are-marketers-mortgaging-their-brands-future/ Marketing and Research Consulting for a Brave New World Sun, 29 Jan 2012 18:51:37 -0500 http://wordpress.org/?v=abc hourly 1 By: gian fulgoni http://blog.joelrubinson.net/2009/11/are-marketers-mortgaging-their-brands-future/comment-page-1/#comment-1357 gian fulgoni Tue, 24 Nov 2009 18:41:20 +0000 http://blog.joelrubinson.net/?p=216#comment-1357 Good article, Joel. I share the concern that as real time sales tracking data become available in more industries some marketers will be seduced into running even more short term price and promotion tactics that fundamentally devalue the brand. One correction. It wasn't the availability of weekly Nielsen data that helped drive the shift from advertising to promotion spending in the CPG industry in the mid 80s, but rather the introduction of InfoScan, IRI's national weekly scanner tracking service. At the time, Nielsen was more concerned about defending its bimonthly audit service than making available a scanning alternative. Good article, Joel.

I share the concern that as real time sales tracking data become available in more industries some marketers will be seduced into running even more short term price and promotion tactics that fundamentally devalue the brand.

One correction. It wasn’t the availability of weekly Nielsen data that helped drive the shift from advertising to promotion spending in the CPG industry in the mid 80s, but rather the introduction of InfoScan, IRI’s national weekly scanner tracking service. At the time, Nielsen was more concerned about defending its bimonthly audit service than making available a scanning alternative.

]]>