The Synergy study was undertaken by GfK to measure the relative effects of different advertising strategies across media channels with particular focus on the impact that print plays in delivering a Return On Investment.

Multiple Regression was used to measure the relationship between:

  • The ‘volume’ of advertising by media type (ad spend)
  • The value of purchases of advertised brands by panel members who were users of that media type, and therefore assumed to have had the opportunity to see/hear that advertising
  • No controlling variables such as demographic measures, loyalty to the brand, category usage, etc. were used in this analysis

The research concluded that the addition of print advertising to a single medium campaign yielded better ROI.

View or download the entire Synergy presentation: