Abstract:

Marketers who wish to continually improve advertising productivity will begin to apply a Total Quality approach to the advertising development and management processes, using statistically sound (sales-related) measurement feedback at appropriate stages in the process. The empirical evidence observed to date suggests that the persuasion measurement (as collected by RSC) is an appropriate criterion measure for this statistical feedback and truly contributes to continuous business improvement, particularly when applied at the following stages of the advertising process: before creative execution, to find a persuasive selling proposition; before production, to determine the number of executions needed for the media plan (given wear out projections); before airing, to determine which ads are the most persuasive executions of the selling proposition; and while airing, to implement execution refreshment and rotation, maximizing persuasive power (PRPs) delivered to market. On the other hand, the empirical evidence also suggests that marketers who continue to rely on hit and miss processes and measurement feedback (such as liking, recall, weight alone, brand name recall, etc.) will be out-marketed and perhaps out of business in the highly competitive global arena of the 21st Century.