The Media Effectiveness Council is being merged into the 360 Media and Marketing Super Council. Please visit the 360 council page for more about media effectiveness.
In the early 1990s, Information Resources released a ground-breaking study called How Advertising Works. One of the key findings in that research review of nearly 400 advertising tests, conducted in Behavior scan, was that “More ad weight alone doesn’t work.”
Instead, the study concluded that ad weight *does* work primarily when it is conjunction with brand change: a change in positioning, a change in day part from day to prime, etc.
That major conclusion has now changed and more! A more recent analysis by Len Lodish, one of the original authors of How Advertising Works, now shows that: a) post-1995, “weight alone does work!” That represents a major reversal of the 1990 conclusion and b) In addition Lodish and his team also found that “great ad copy is more important at getting ROI than ever.” This second outcome is important because HAW (1991) didn’t really address ROI issues.
Our council meeting analyzed that set of findings, starting with J.P. Beauchamp from IRI walking us through the highlights of the latest paper. Leslie Wood then discussed some hypotheses she has about why that new finding that “weight works by itself” is now true. After that Mark Reggimenti from OMG Brand Science talked about the importance of copy in ROI as he analyzes that set of findings from the paper.
This paper deservedly won the JAR first annual award for paper of the year 2007. Please join us to better understand the new way that advertising seems to be working in the current decade, and why. To facilitate that process, we’re re-posting the paper in PDF format for you.
An Analysis of Real World TV Advertising Tests: A 15-Year Update
"How Advertising Works" at the Dawn of the Millennium (PDF, 556kb)
"New News" Works best, But Weight Alone Works (PDF, 36kb)
A Measured Approach to Integrated Marketing Communications (PDF, 652kb)
Hear several major presentations on single source including:
Roy Morgan Single Source: Making it Work Every Day in the United States (PDF, 320kb)
It's 10PM: Do you Know Where Your Advertising Dollars are Going? (PDF, 3.5mb)
Scoring Media for ROI Potential (PDF, 328kb)
In Chicago
At this meeting we continued our 2008 theme of exploring what we have learned in a variety of areas. In February it was about Fusion; in May we discussed about Channel Planning. Speakers from three related disciplines all looked at the same issue: a research supplier, Integration; a media agency, OMD; and a well-known marketer, Microsoft. Each examined how they approached the topic of Channel Planning and what they learned on this hot topic, and shared it with others.
Global Channel Planning with Consumer-Generated Metrics (PDF, 831kb)
Channel Planning OMD Practice and Learning (PDF, 4mb)
Channel Planning Opportunities & Challenges for Advertisers (PDF, 880kb)
OMD shared their fusion of Prime Prospects from custom research, using multivariate techniques such as factor and cluster analysis as well as regression, into syndicated databases.
James Collins of MRI, Peter Doe of Nielsen and Irina Fadeyeva of OMD shared insights into the current state of the art of fusion in the US.
Meeting Notes (PDF, 43kb)
Fusion of OMD Prime Prospects (PDF, 512kb)
Data Fusion (PDF, 724kb)
The Media Effectiveness Council this year is focused on how media effectiveness is supported by data - in particular different types of integrated data: fusion, data integration and single source. This meeting will build on these concepts by examining the more narrow focus of how advertising effectiveness is supported by single source.
How can single source data enhance market mix models? How can single source support more general advertising and media models? How can single source data enhance the measurement of advertising effectiveness?
How To Realize the Full Potential of Single Source Data by Understanding
the Impact of Advertising on Individual Brand Choice (Art Christiani) (PDF, 64kb)
Measurement, Theory and Advertising Value (Jim Spaeth) (PDF, 15.1mb)
Linking Media Enagement to Sales (OMD) (PDF, 427kb)
Fusion is a potentially powerful way to address the problems of siloed information and data sets. While Fusion can greatly increase the insights available from previously independent data sets, the reliability and validity of the new data are of critical importance. So how do you evaluate the quality of a fused data set? And what guidelines should you use when determining what actions are appropriate based on output obtained from a fused data set?
Mike Hess, Executive Vice President, Research, Marketing Science and Consumer Insights, Carat
Leslie Wood, LWR, Inc.
Pete Doe, VP of Analytics and Modeling, The Nielsen Company
Dr. Jim Collins, SVP of Research, Mediamark Research Inc.
Fusion Validation (LWR, Inc.) (PDF, 100kb)
Fusion Validation (MRI) (PDF, 84kb)
This study by Yahoo! and OMD on over 5,000 interviews in 11 countries with Youth ages 13-24 is the first research study that examines media habits, internet and cell phone usage on a global basis. Key results include the multi-tasking of Youth that produces the "43 hour day" as well of the Youth segment to be receptive to advertising there.
Mike Hess, Executive Vice President, Research, Marketing Science and Consumer Insights, Carat
Leslie Wood, LWR, Inc.
Mike Hess, Executive Vice President, Research, Marketing Science and Consumer Insights, Carat
Theresa LaMontagne, Yahoo
Mike Hess joined OMD in 2004 with a mission to integrate the best consumer learning with the discipline of research analysis to find the most effective, actionable and accountable plans for its clients. As a major step to that end, he recently introduced Market Structure Prospector, a channel planning tool that segments the market to determine key new customer prospects, while linking these prospects to a media plan. As global director, Mike serves on several industry committees to advance the state of the art and has been a frequent speaker at ARF functions.
Prior to OMD, Mike ran the in-store research, point-of-sale business for TNS, the world’s largest survey research company, where he analyzed relationships between consumer attitudinal data and at-the-shelf decision-making behavior. In this role, Mike was the first to link attitudinal loyalty segmentation with implications for retail shelving and overall category management strategies. Mike has also held senior positions at IRI, Clorox, BASES and Bristol-Myers. His monograph, Short and Long-Term Effects of Advertising and Promotion was published by the AAAA in 2002. He has also contributed articles to Advances in Consumer Behavior, Marketing Research Magazine and the CASRO annual. Mike has an MBA from Wharton in Marketing Research, M.A from Columbia in Experimental Psychology, and B.S. from Loyola University of Chicago.
Consistently on the cutting edge of key media research and planning innovation over the past 25 years, Leslie is currently the president of Leslie Wood Research. She is a frequent industry speaker at forums such as the ARF, Canadian ARF, ANA, Radio TV Rating Council,Worldwide Readership Symposium, InForms and Marketing Modelers Group. She is currently Chair of the ARF's Media Methods, Tools and Techniques Committee and has authored two articles for the JAR: Decency in Media Planning Redefined(August 97) and Internet Ad Buys-What Reach and Frequency Do They Deliver?(February 98).
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