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MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit

February 20th, 2018 Comments off

News Release                                       FOR IMMEDIATE RELEASE

 

MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit

Lake Success, NY, February 15, 2018 – MSW-ARS announced today that their advertising research solution, TouchPoint has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance as established by the Marketing Accountability Standards Board (MASB).

Using TouchPoint MSW-ARS is able to measure, forecast and optimize advertising messages – for individual ads as well as full multi-execution campaigns across a variety of media types. The MMAP audit assessed the Touchpoint CCPersuasionâ metric against ten ideal characteristics, including relevance, predictability and objectivity.

According to MASB, “The MSW-ARS copy testing system, TouchPoint, provides quantitative prediction of the likelihood and magnitude of ad impact on future sales volume and market share.”

Allan Kuse, MASB Director and Advisor to the MMAP Center, noted, “CCPersuasion is the first metric to complete a re-audit after substantial methodological changes. Not only did the re-audit verify the results of their 2009 assessment, it documented additional capabilities such as capturing how price premiums impact advertising-driven brand choices.”

Tony Pace, MASB President and CEO, added, “We commend MSW•ARS Research for their on-going commitment to independent assessment and review. This newest assessment of CCPersuasion proves that marketing metrics can evolve with the changing needs of the industry without being compromised. The MMAP audit gives marketers confidence that the metrics they use continue to be both relevant and predictive over time.”

MSW-ARS’s patented measure of brand preference – CCPreference – also completed the MMAP audit in 2016.

Art Klein, Managing Partner of MSW•ARS said, “By submitting both our TouchPoint and CCPreference measures to MASB for audit, we are able to demonstrate independent validation and importantly, recognition of our measure as an exemplar.  MASB had already chosen to use CCPreference in their own extensive research culminating in their Brand Investment & Valuation Model. CCPreference has exhibited the strongest relationship to sales performance of all metrics reviewed by MASB in that research, explaining nearly 90% of variation in brands’ market shares.  This review built upon that work to verify the predicting of financial outcomes for advertising before launch.”

Doug Crang, Senior Director of Research at MSW-ARS added, “The MASB MMAP audit provided the opportunity to benchmark our TouchPoint copy testing system against the marketing industry’s most comprehensive and rigorous set of standards for marketing metrics, and we couldn’t be more pleased with the results.  The TouchPoint system’s criterion CCPersuasion measure is built on the foundation of the patented and previously audited CCPreference metric. In fact, CCPreference is a common metric running throughout the range of MSW-ARS solutions from early stage creative development through copy testing and creative and brand health tracking, providing marketers with a unique ability to better connect research from one stage of the advertising process to the next.”

About MSW-ARS, Inc.

MSW-ARS offers a product suite that evaluates, quantifies and optimizes the impact of advertising messages and campaigns comprised of any combination of touch points, including television, print, radio, outdoor and digital.  MSW-ARS helps marketers build brands by providing world class research solutions in the following areas: brand strategy, all stages of creative development from early concept to fully finished ads, campaign evaluation across all marketing and media channels, advertising and brand equity tracking, media planning and strategy, return-on-investment, and forecasting.  The company provides solutions and consulting to marketers across traditional and digital marketing including: media mix optimization, media budget allocation, media and message connection, channel selection, digital media and emerging platforms.

MSW-ARS has a roster of marquee clients representing virtually every product category, including: Consumer Packaged Goods, Retail, Financial Services, Telecommunications, Technology, Automotive, and Pharmaceutical industries.

About MASB, the Marketing Accountability Standards Board

MASB is an organization of top-tier marketers, measurement providers, industry associations and business academics devoted to establishing and advancing accountable marketing practices that drive business growth with tools like the MMAP Metric Catalog and the Continuous Improvement in Return Assessment. For more information, visit themasb.org or email info@themasb.org.

 

Not All Communications Research Suppliers are Created Equal

July 5th, 2016 Comments off

In the world of commerce the assumption of equality between competing offerings can be a grave mistake.

Certainly there are commodities – oil, gold, pork-bellies, etc.  And even manufactured products can conform to rigorous technical specifications which can ensure comparability within reasonable parameters.  Services, however, are generally another matter altogether.  Typically services grow preference through a difficult marriage of personalization with consistency in the quality of performance.   Straying to one side or the other can lead to dissatisfying results.

Case in point, the “interesting” result from my recent haircut made plain to all that I had not visited my regular barber.  While I can survive an occasional interesting haircut without enduring severe consequences, especially with the strategic use of headwear, this is not typically the case when sub-optimal business decisions regarding important services are made.

In a business environment in which the pressure to minimize costs can be extreme, price and timing considerations can take on outsized importance in choosing among service providers.  As a service, communications research is certainly not immune to such considerations.  But we must bear in mind that research is not a commodity.  Study design and methodology, sampling, operational execution, quality controls and consulting are among the important differentiating factors that impact whether or not the research provides insights that the brand team and their agency can leverage.

How much of a difference can this make in terms of financials?  In one notable longitudinal study the revenue growth track record of brands served by MSW●ARS was compared to the track record of brands served by other copy research suppliers.  The study covered fifteen business quarters wherein each brand’s sales were compared to year ago sales to determine whether the brand had grown or not.  In an average quarter, nearly sixty percent of brands served by MSW•ARS experienced revenue growth.  For brands served by other research suppliers the corresponding figure was under twenty-five percent.  And even in the worst quarter for brands served by MSW•ARS nearly half the brands still grew.

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Of course brands face different environments that can impact trends in business results and all brands may at times face headwinds from a slowdown in overall business conditions.  But across a pool of brands and a large number of quarterly observations, effective communications research should help brands realize topline growth more often than not.  The results of this study reveal a clear trend. The brands served by MSW●ARS were consistently more likely to grow versus the prior year compared to those that we didn’t serve, providing proof that indeed not all communications research suppliers are created equal.

Please contact your MSW●ARS representative for more information on how our communications research services and consulting can help improve your brand’s advertising communication and contribute to growing topline sales.

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