Tag: GRP
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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 Historical Review — Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP” has been voted Best Practitioner Paper 2021 by the JAR Editorial Board. Along with co-authors Frank Findley of MASB, David Stewart of…
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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…
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Television’s Brand Building Power – How It Has Changed Over the Years
Radical changes continue to shape the media landscape. While much recent research has been conducted on the effectiveness of new platforms, less attention has been given to that media plan staple, television advertising. Is television as effective as it was in the 1980s? Or has its role diminished to the point of non-viability? And if…