Assessment

The assessment stage of the MSW Integrated Marketing Communications Research Continuum consists of

TouchPoint^SM (media assessment; i.e., TV, Print, OOH, Radio, Internet, Etc.)
and
TouchPoint 360^SM
are used to assess, diagnose and predict marketing communications effectiveness in the marketplace. The basic approach is to provide a balance between quantitative and qualitative data. The resulting analysis provides robust guidance toward the creation of more effective advertising/marketing communications.

Information delivered includes: Engaged Brand Recall & Customer Commitment Persuasion (CCPersuasion^SM) , Communication and Visual Recall. In addition, the system provides a complete custom and standard diagnostic battery that includes measures of “right and left brain” consumer reactions (Creative, Emotion, Message, Brand), liking, brand attribute ratings, Scene-To-Scene Analysis, etc.

TouchPoint^SM copy evaluation delivers the consumer insights you require through a complete metrics package:

Engagement:
Brand Recall CCPersuasionSM		Engagement Zapping Holding Power

AD*MAPSM Analysis	Scene-To-Scene Analysis
Marketing Analysis Models AD*MAP - validated quadrant plotting technique CROM - copy rotation optimization model PDA - CCPersuasion driver analysis AEM - advertising effectiveness model	CEMB ProfileSM Creative, Emotion, Message and Brand Profile

Experience with the TouchPoint^SM product application provides consumer insights that allow MSW Research to develop proprietary MODELING market research solutions.

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