Scoring media for ROI potential

This paper reports on early research results aiming to establish how media selection contributes to an advertisement's ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers.

Scoring media for ROI potential

Leslie WoodMedia Trust LLC and Leslie Wood Research, Inc., United States

James SpaethMedia Trust LLC and Sequent Partners, United States

INTRODUCTION

Accountability, the ability to make media evaluations and selections based on how effectively the media act to generate marketplace sales, has long stood as the sought after 'holy grail' in advertising and media. This paper describes the development of such a scoring and evaluation methodology utilizing the Apollo single source data base. In particular, this scoring technique measures the ability of media programs, dayparts and media program types to generate incremental sales...

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