Modeling
MSW marketing analysis is based upon validated models that provide further understanding of integrated marketing communications message effects. These models include the following:
AD*MAP®
Graphically plots a brand’s advertising performance relative to on-air
norms for recall and persuasion. The combined position will enable you to
determine if the advertising supports your brand objectives. MSW will compare
your results to an extensive database of outcomes for various industries
and brand objectives.
Copy Rotation Optimization®
The MSW wear-in/wear-out Copy Rotation Optimization® process uses an
empirically derived model and key MSW marketing metrics to predict when
an ad’s persuasion strength is no longer effective in gaining market
share.
CCPersuasion Driver Analysis®
A diagnostic tool that identifies which integrated market communications
elements, message and/or executional, are responsible for driving persuasion
and the power of each element. These elements can be executional and/or
contextual and can include the following: verbal, visual, audio, icon, brand,
color, etc.
Advertising Effectiveness Model®
MSW works with each client to build brand-specific, proprietary models that
measure the impact on market share changes in GRPs and advertising quality.
Metrics are designed and calibrated to address individual business performance
dashboard needs and complement market mix modeling output.
MSW Research's proprietary models provide consumer insights that empower our TRACKING solutions.