Category: ROI
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Communication & Creative ROI
Creativity separates brands from commodities. But creativity alone isn’t enough because today’s brands run ecosystems: Instagram stories, influencer clips, connected TV spots, and more. Each touchpoint shapes how consumers experience the brand. If those pieces aren’t coordinated, the result isn’t synergy. 𝘐𝘵’𝘴 𝘴𝘵𝘢𝘵𝘪𝘤. That’s where measurement comes in. Not to reduce creativity to a scorecard.…
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Communication and Creative ROI
The best creative does more than stand out. It moves the brand forward. Creative is the dividing line between brands and commodities. Creativity needs measurement that respects craft without reducing it to vanity metrics. 𝗕𝗿𝗮𝗻𝗱 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 assesses communication at two levels: 1️⃣ 𝗧𝗵𝗲 𝗮𝘀𝘀𝗲𝘁 𝗹𝗲𝘃𝗲𝗹 (does this ad, idea, or execution move the right driver…
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MASB’s Game Changing Brand Investment and Valuation Project – Part IV
In parts I, II, and III of this blog series we discussed the added benefits and technical details of incorporating brand preference throughout the brand building process. During this time we have received numerous requests for more details with the most common being of the form, “Are brand preferences important for my category?” Typically this…
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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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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 stagnant (or declining!) budgets and staff levels, it is no longer practical to use brute force ad spending to drive marketing returns. Instead marketers are seeking ways to apply new technology to…
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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. …