Abstract:

The presentation will report on the results of a multivariate analysis of approximately 50 cross media advertising effectiveness studies, representing about 74,000 respondents. The results provide insights into how different media work at returning objectives (brand metrics) across the different stages of the traditional hierarchy of advertising effects. Measuring return on objectives, in the sense of brand equity, is of particular importance given the current state of the global economy, as media planners and marketers look beyond OTS to efficiency when communicating with their target prospects. The approach evaluates the contribution of different media (such as TV, print, online, and radio) to the overall campaign impact on awareness, consideration, and favorability. In addition to the insight provided by quantifying the independent contribution of each medium, the measured interactions are of particular value to quantify media synergy. This analysis can help advertisers solve problems of media allocation using empirical data on campaign effectiveness, as no other research company has an equivalent database of studies with a high level of standardization. Outputs will be presented in terms of how each medium or media combination works to build the different components of consumer reactions to advertising. These results can be generalized to formulate guidelines for planning media allocation and duplication.