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ComScore ARS Research for Canadian Market Shows Strong Correlation Between Creative Strategy and Performance

RESTON, Va. Jan. 27, 2011 Canada

(Logo:  http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)

Marketing Variables Influencing Changes in Brand Sales

Total Worldwide

Source: comScore ARS Global Validation Summary

 Variables

Contribution to Sales Changes*

Ad Quality**

52%

Media Plan***

13%

Other (Price, Promotion, Distribution, etc.)

35%

* Numbers represent the percent change in market share shifts explained by the corresponding factors.

**Ad Quality represents the quality of creative based on the ARS Consumer Choice Score, which measures changes in consumer preference through a simulated purchase exercise with and without exposure to the creative.

***Media Plan includes variables such as GRPs, wearout and continuity/flighting of airing.

Canada Brent Bernie Canada

Creative Strategy an Important Driver of Strong Creative Execution

Canada creative strategy creative execution

The relationship between the creative strategy’s score and the resulting execution’s score helps to shed light on the value of a strong, upfront creative strategy. Study findings showed that of the six campaigns with an above-average creative strategy, five resulted in an above-average execution (83 percent). Similarly, among the three campaigns with a below-average creative strategy, each of them resulted in a below average execution. Additionally, none of the campaigns with a below-average creative strategy score performed above-average on creative execution.

Performance of Creative Execution by Creative Strategy

Total Canada (n=26)

Source: comScore ARS

Creative Execution Score Relative to Fair Share Benchmark

Creative Strategy Score Relative to Fair Share Benchmark

Below Average

Average

Above Average

Below Average (n=3)

100%

0%

0%

Average (n=17)

24%

65%

12%

Above Average (n=6)

0%

17%

83%

"While it is easy to overlook, getting the creative strategy correct at the outset of a campaign is fundamental to creating campaigns that actually work," added Mr. Bernie. "There are several phases to a campaign that must go right, while getting any one of those phases wrong significantly increases the likelihood that the campaign will not perform well in market."

www.comscore.com/ars http://bit.ly/ContactARS

IAB Mixx Canada Spring 2011

Gian Fulgoni Getting Beyond the Click and Into Branding Thursday, March 10 10:30 a.m. Toronto

comScore ARS Consumer Choice Score Definition

The ARS Consumer Choice Score (formerly the ARS Persuasion Score), is the industry’s most well- documented and independently validated measure of advertising effectiveness. It quantifies changes in consumer preference through a simulated purchase exercise with and without exposure to the creative. It measures the ability of an ad to influence brand preference, and it has been shown to be predictive of advertising-induced sales with a correlation of 0.90 between ARS Consumer Choice Scores and in-market actual sales performance

comScore ARS Fair Share Benchmark Definition

The selling/value propositions and executions in the Fair Share Benchmark database are determined to be "below average," "average," or "above-average" based on their relationship to the Fair Share Degree-of-Difficulty norm (at the 90 percent confidence level). This benchmark takes into account category/brand loyalty, the number of brands competing in the category, and the advertised brand’s market share to determine the score expected, on average, given the current category and brand environment.

About comScore

www.comscore.com/companyinfo

SOURCE comScore, Inc.

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