The “halo effect”, or how messaging for one product influences a brand’s other offerings, is responsible for half of advertising impact, according to Analytic Partners, the data analytics consultancy and tech firm.

Why it matters

While brands typically measure the impact of their work on a product that is featured in their ads, communications can also exert an impact on how consumers perceive other goods and services within their portfolio. 

Takeaways

• Analytic Partners has discovered that the “halo effect” is responsible for 50% of advertising’s total impact.
• This cross-pollination is not a standard component of the measurement toolkit, and brand...