Assessing the Utility of MSW’s Insight Rabbit Copy Testing Scores in Predictive Analytics: A Validat
Copy testing has been utilized by advertisers for decades to assess the quality of advertising copy. MSW’s TouchPoint™ copy testing...
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Jun 30, 20212 min read
MSW Research, Wins Best Practitioner Paper 2021 by the JAR Editorial Board
Today, the Advertising Research Foundation announced that the paper “Effectiveness and Efficiency of TV’s Brand-Building Power: A...
Mar 23, 20212 min read
The Alternative to the Post-Cookie World – creative is king once again
Most digital marketing plans are built upon the use of personalized targeting enabled by cookies. To enable these, companies will have...
Oct 31, 20193 min read
Validation: More Important than Ever!
More than 100 years ago, John Wannamaker was famously quoted as saying: “Half the money I spend on advertising is wasted; the trouble is,...
Jan 15, 20193 min read
Younger viewers watch more Online Video than Live TV – don’t worry though, we have tools for both.
You are almost certainly familiar with the changing landscape of media viewership in the US. The battle between traditional and newer...
Aug 22, 20185 min read
A Case Study – How to Know Which Competitors’ Customers Your Ad is Going to Steal
Across categories, companies/brands will oftentimes create an advertising initiative that is meant to target a certain competitor, or...
Jul 24, 20184 min read
Dissecting Ad Effectiveness Using Our Scene-To-Scene Exercise
Have you ever struggled to understand why your ad is performing the way it is? Or better yet, which part of the ad is driving its result...
Feb 20, 20184 min read
Independent Audit Confirms MSW-ARS TouchPoint® Copy Test System’s Powerful Linkage to Financial Perf
Last week the Marketing Accountability Standards Board (MASB) announced that TouchPoint®, MSW-ARS’s advertising copy test solution, has...
Feb 20, 20183 min read
MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit
News Release FOR IMMEDIATE RELEASE MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB...
Jan 23, 20185 min read
Evidence-Based, Customer Journey Management to Build Brands
Evidence-Based, Customer Journey Management to Build Brands The Opportunity for Marketers As customers become exposed to a cascading list...
Jan 12, 20184 min read
Millennials and Private Label – a Blossoming Problem for National Brands?
It has been well reported and documented that private label brands are surging in the US. Whether it is due to their optimal mix of great...
Mar 31, 20175 min read
The Challenges of a New Brand Name – 5 Empirically Supported Tactics to Improve Your Results
It’s common for new products to leverage existing brand names. This could be line-extension – a new variety of an existing brand in the...
Sep 9, 20166 min read
Why won’t TV advertising just die already?
The answer… Synergy – the compelling reason why television advertising is as relevant as ever. For the last two decades it has been...
May 16, 20161 min read
“It is always cheaper to do the job right the first time.”
This quote from businessman Philip Crosby has often served as the rallying cry for advocates of modern management practices. At its...
Aug 31, 20155 min read
Surpassing the Norm – Better Approaches to Providing Meaningful Context – Part II
In Part I of this blog series, we examined some of the practical issues with the use of standard normative data for providing context for...
Aug 13, 20154 min read
Surpassing the Norm – Better Approaches to Providing Meaningful Context – Part I
Context is important. Consider the story of little Johnny, just returned from school with a test paper for his father to sign. “Hi Dad,...
Jun 23, 20155 min read
Don’t Be Fooled, Ad Wearout Is Real!
One of the most persistent point-of-view requests we get from clients concerns wearout of their advertising. Why; because ads are...
Oct 29, 20144 min read
Mobile Ads – The Timely Pocket-Sized Ads with Big Potential
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms...
Apr 30, 20143 min read
3 Quick Ways to Dramatically Improve ROMI Without Spending a Penny More
In the 2010s there may be no better mantra for the marketing function than the old adage “work smarter, not harder”. Faced with...
Apr 25, 20142 min read
MSW●ARS Research Awarded US Patent for Innovative Outlook® Media Planner
Lake Success, NY, April 24, 2014 – MSW●ARS Research, has been awarded U.S. Patent, #8,676,638 for the system and method underlying the...
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