Our extensive learnings are based on over 35
years of advertising research. These findings
are continuously retested to ensure their validity.
Just a few of our key
findings:
Today's television advertising
may still be the most powerful element in
the marketing mix.
Continuous airing produces
more sales than flighting (with similar
weight).
It is no longer a
matter of whether or not TV advertising
is effective, but whether it is effective enough
to meet the specific business objectives.
Managing
the TV ads is worth four times as much
as managing the media alone.
The rscBrand Preference
(choice) instrument has withstood the test
of time, tying directly to market performance
short term and over time.
Each ad has a unique return
on marketing investment value.
An ad's power works quickly with diminishing
returns . . . and wears out in the process.
The strength of an ad's value
proposition predicts overall ad impact "levels."
Finding a strong one improves the effectiveness
of subsequent ads dramatically and consistently.
Getting both the emotional
and the rational parts "right" leads
to the greatest advertising success.
