AdPi Gives Credit Card Industry a Predictive Picture of Advertising Investments
NEW YORK – March 27, 2007 — Phoenix Marketing International, one of the fastest growing marketing services firms in the United States, announced today the results of its Brand Research for the Credit Card Industry. This syndicated audit ranks all top-spending television, print, radio, and on-line ads for their “AdPi” (Advertising Performance Index). The AdPi rates Creative and In-Market effectiveness and ‘Brand Value,’ and predicts short-term and long-term ROI.
Phoenix Communications & Brand Analytics has re-engineered the way communications research is conducted. Starting with the traditional linear and silo-like approach to pre-production testing and in-market tracking, the company deconstructed it and put it back together in a new way. The best parts were kept and the obsolete ones discarded. This resulted in an integrated research framework that evaluates advertising while being cost-effective, cutting-edge, continuous, and more comprehensive than anything else available.
“The research is highly sophisticated and multi-dimensional, but the results are presented in plain English,” said Paul Zeman, senior vice president and general manager of Phoenix Marketing International’s Communications & Brand Analytics Division. “With this methodology we are able to compare client responses to their competitors, which ads are more effective and efficient, which ads motivate consumers to respond, and which elements of the advertising drive response.
“For example, our February 2007 Consumer Credit Card Audit for the TV ads measured Highest Creative AdPi: American Express “Ellen Animals: 60,”Zeman continued. For a complete list of results, go to http://www.phoenixmi.com/cba/inthenews/.
The Brand Audit also collects and reports BrandPi, which helps credit card issuers measure progress at influencing the image of their total brand over time. By using AdPi, Phoenix Communications & Brand Analytics has answered these and other important questions for their clients.
“Our credit card clients need to determine the effectiveness of their ad campaigns to develop the best creative, maximize their media investments, and demonstrate a return on advertising investment,” stated Zeman. “Phoenix created an AdPi and BrandPi score to use in the advertising development and evaluation decision process. We used our integrated approach to understand the advertising, including its ROI, over the life of a campaign.”
About Phoenix Marketing International
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States (with 2006 pro-forma revenue of $27,000,000) and partner to many of the largest companies in the financial services, consumer package goods, automotive, and travel and leisure industries worldwide. Phoenix also offers advanced advertising and brand measurement along with direct marketing expertise. Phoenix has offices in New York City, Rhinebeck (NY), Somerset (NJ), Detroit, Boston, Salisbury (MD), Chicago, Los Angeles, Tampa and Miami. On January 12th Phoenix acquired a major interest in JZM, a full service healthcare market research company, to serve as the foundation of its new healthcare practice.
Phoenix offers a unique combination of industry expertise, methods and consulting services, combining primary and syndicated marketing research expertise with database analytics and modelling proficiency. Applying this information assists clients in improving profit dynamics of their business.
Phoenix Marketing Contact:
Paul Zeman, Senior Vice President and General Manager
Phoenix Communications & Brand Analytics Practice
tel: 212-813-2947
PRESS CONTact:
Ray Graber, Graber Associates LLC
Tel: 781-221-0018