News
News
Independent Study by BBDO “the Worth” Found MSW TouchPoint™ Metrics Predictive of Ad Impact on Sales
Global │ 2011 June 10
BBDO “the Worth” conducted a study (independent of MSW) of multiple brands for a major advertiser. Correlations and tests of statistical adequacy determined that MSW’s copy test metrics (Clutter Brand Recall & CCPersuasion®) passed with flying colors. That is, MSW’s metrics were predictive of brand sales in the marketplace.
Insights from these case studies underscore the added value that results from adding copy quality as a factor in media response models.
BBDO findings reveal that copy quality effects account for 3.2 to 6.7% of total sales. This equates to a boost in media ROI from 10 to 25% due to this added dimension or factor.
Contact us today to receive a full copy of the MSW/BBDO “the Worth” Marketing Mix Validation Case Study.
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