A Model for Predicting Advertising Quality as a Key to Driving Sales Growth: How Television Advertising Quality Affected McDonald’s Sales Growth Over Six Years
Charles Young and Adam Page
Ameritest
Management slant
- Quality of advertising creative is a major factor driving sales response. Marketing-mix models attempting to quantify ROI are incomplete if they do not include a creative-quality variable.
- Relative performance of advertising versus the competitive may provide insight into one of the fundamental questions facing brand marketers.
- A definition of creative "quality" needs to take into account the relationship between brand positioning and brand image.
- The current...