Category: Advertising Tracking
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MASB’s Game Changing Brand Investment and Valuation Project – Part II
In Part I of this blog series we discussed ten technical characteristics of brand preference which made it suitable for adoption into market research tools. But just because something can be done doesn’t mean it should be done. In fact, one of the issues identified early on by Marketing Accountability Standards Board (MASB) was that the…
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MASB’s Game Changing Brand Investment and Valuation Project – Part I
How much is my brand worth in financial terms? How much will my marketing grow its value? Despite their seeming simplicity, these two questions have frustrated brand practitioners for decades. It is well accepted that there is a link between brand building activities and corporate profits. After all, the entire field of marketing is based…
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Clarity or Contempt: What Does Familiarity Breed? A Look at Branding Cues
A continuing advertising campaign can bring instant recognition to a brand’s communications. In an era in which consumers are drowning in commercial messaging and in which a thirty second advertisement is considered long, this could certainly be considered a benefit. However, we are all familiar with the adage “familiarity breeds contempt”. Can a continuing campaign…
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Is Brand Preference Marketing’s Higgs Boson?
Chances are you have heard of the Higgs Boson, an elusive elementary particle that physicists have spent the last fifty years and billions of dollars to find. Reports of its potential discovery have captured headlines around the globe. If verified, not only will it help cement our mathematical understanding of how the universe works, but…
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Digital Just Got BIGGER – OOH!
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 is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we have been highlighting the most…
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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 innovative Outlook® Media Planner. The Outlook Media Planner is an app that enables marketers to run multiple “what-if” scenarios to determine the likely impact their advertising will have on sales and market share. …
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What is the Return on Your Tracking Investment?
Because the dynamics of the marketplace are always changing, tracking is the best way to provide the necessary intelligence on current marketing position. Tracking enables marketers to structure future actions so that each brand’s potential is reached. No matter how predictive the pre-testing or how sophisticated the market mix modeling, a number of different short-term,…