How effectively can ad research predict sales?

Based on 872 cases from across the globe, this study looks at the relationship between ads that experienced a rise in sales (market share), and their Millward Brown Link™ scores in terms of persuasion and awareness.

How effectively can ad research predict sales?

Dominic Twose and Dale Smith

A result of an increasing demand for short-term sales, coupled with an astonishing rate of media fragmentation, is that the advertising industry is under huge pressure to demonstrate...

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