Tag: Effectiveness
-
| Video Blog | Auto Insurance – Who Cares?
Cutting back on advertising is a surefire way to lose market share in the auto insurance industry. People only think of auto insurance in two situations: → After an accident claim is poorly handled → When they receive a significantly higher bill for the next 6-month period In both cases, drivers start looking for alternative…
-
| Video Blog | Case Study: Disruptive Growth in the Rx Category
Our pharmaceutical client soared above the competition with a remarkable 28% margin, far surpassing the industry average of 17%. Here’s how we did it: 1️⃣ We identified receptive groups and physician types for tailored messaging.2️⃣ We crafted impactful messages for healthcare providers and patients.3️⃣ We utilized advanced techniques to gauge advertising responses.4️⃣ We monitored effectiveness…
-
| Video Blog | Case Study: Financial Services
How can a challenger brand in finance compete against industry giants with a fraction of their marketing budget? It all boils down to one crucial factor—effective messaging. With a 35% growth in new customers and a 6.6% increase in same-store sales, this challenger brand proved that success is possible, even when outspent by the competition…
-
| Video Blog | Why The Industry Needs MSW’s AI Creative Effectiveness Score
Your doorbell camera can recognize a person, a dog, or a package. That doesn’t make for effective advertising. While AI might be great at identifying these visual elements, it struggles to grasp the nuances of emotion. Here’s where MSW Research’s Creative Effectiveness Score steps in: Our blended approach, combining AI and human insights, bridges this…
-
| Video Blog | Neurocognitive Composite Scores
The average commercial loses its audience in the first six seconds. 🕑 So, how do you captivate and maintain attention? Here are 7 neurocognitive composite factors to keep in mind: 1️⃣ Attention Check: Captures viewer interest from the start. 2️⃣ Brand Presence: Ensures brand visibility and impact. 3️⃣ Story Integration: Seamlessly weaves brand into the…
-
Assessing the Utility of MSW’s Insight Rabbit Copy Testing Scores in Predictive Analytics: A Validation Case Study
Copy testing has been utilized by advertisers for decades to assess the quality of advertising copy. MSW’s TouchPoint™ copy testing system has been extensively validated, showing that test results on key metrics are predictive of subsequent sales results from airing the tested advertising. A partnership between MSW and predictive marketing analytics firm Keen set out…
-
MSW Published in The Journal of Advertising Research
The Journal of Advertising Research just published a terrific paper that MSW was proud to participate in, titled… Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review – Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart DOI: 10.2501/JAR-2020-011 Published 1 June 2020 ABSTRACT This article examines the effectiveness…
-
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 – and how you can duplicate (or avoid) it in future development efforts? If so, then we have the perfect solution, and it utilizes our validated CCPersuasion metric…
-
“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 heart is a simple truth; it takes less time and effort to improve a process than it does to revise each unit created from that process. In fact, Crosby’s work showed that measurement systems…