TV Press

Print is traditionally valued for its long-term effects on image and awareness building. This paper shows how data from the Nielsen Homescan Panel can also be used to measure its short-term effects on sales for fast moving consumer goods.

TV Press

Measurement of short-term effectiveness on sales

Carole Fagot Media Marketing Manager, EMAP France, France. andFrançois Charton Research Manager, CIA Le Lab, France.

INTRODUCTION

Several methodologies have been developed to measure the effects of advertising, which all rely upon a single principle: a variable of interest (sales, awareness, image, recall) and exposures to a campaign are measured, and a regression analysis is conducted to evaluate the correlation between them. Three categories of tools exist, which differ on the variables analysed and the measurement of exposures: response curve post-test tools, single source sales analysers and econometric...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands