Tag: Ad Pre-Testing

  • | Video Blog | What Our AI Creative Effectiveness Score is Trained On

    | Video Blog | What Our AI Creative Effectiveness Score is Trained On

    MSW Research’s Creative Effectiveness Score AI is rewriting the rules on advertising research. How? It’s simple – our AI is trained on the essence of effective advertising. We’ve meticulously taught it to recognize 150 distinct creative content elements, drawing from 50 years of research and data. These elements are carefully weighted based on their impact…

  • | Video Blog | Pathway to Ad Effect Measurement

    | Video Blog | Pathway to Ad Effect Measurement

    Effective ad measurement? It’s all about recognizing the right elements. At MSW Research, we’ve got a technique that fits any media type – TV, online video, radio, you name it. We assess recognition and likability, tapping into buzz and social mentions. But, it’s not just about visibility; we gauge brand linkage and message takeaway too.…

  • | Video Blog | Why Your Brand’s Value Proposition Matters Most

    | Video Blog | Why Your Brand’s Value Proposition Matters Most

    Your brand’s value proposition is the cornerstone of success in advertising. As I discussed in my previous video, creative quality reigns supreme, but it all starts with a solid value proposition and brand promise. At MSW Research, our extensive research across countless creatives and leading brands has shown time and again that without a strong…

  • | Video Blog | Creative Quality vs. Media Spend

    | Video Blog | Creative Quality vs. Media Spend

    In marketing, quality beats quantity. When it comes to crafting a successful marketing plan, the setup and creativity are paramount. The numbers don’t lie: spending alone only explains 13% of sales change, while creative quality explains a whopping 52%. That’s four times more impact! đź’ˇ While spending has its place, it’s the strategic execution and…

  • Independent Audit Confirms MSW-ARS TouchPoint® Copy Test System’s Powerful Linkage to Financial Performance

    Independent Audit Confirms MSW-ARS TouchPoint® Copy Test System’s Powerful Linkage to Financial Performance

    Last week the Marketing Accountability Standards Board (MASB) announced that TouchPoint®, MSW-ARS’s advertising copy test solution, has completed the Marketing Metric Audit Protocol (MMAP) – MASB’s formal process for validating the relationship between a marketing measurement and financial performance. TouchPoint uses a behavioral, multi-media experience to collect the criterion CCPersuasion® metric. This unique approach avoids…

  • Evidence-Based, Customer Journey Management to Build Brands

    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 of product choices, store choices, and information sources, the opportunity exists to connect all the communications about any specific brand and product into a single consistent, coherent message relevant to the individual customer’s needs.  The customer…

  • Virtual Pre-testing of Advertising

    Consumers have more choices and are bombarded with an unprecedented number of messages from an unprecedented, and growing, variety of touch points.  In the wake of an overwhelming stream of information, advertising is challenged to become engaging and demonstrate relevance to a multi-tasking  audience on overload. But, does this speed and proliferation of consumer messages…