Synergy

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.

Press Release

Reading delivers the proven best advertising ROI

The Nielsen’s Advanced Analytics team has carried out numerous Media ROI (Return on Investment) studies over the past 3 years. Reading, i.e. Digital and Print combined, consistently deliver the greatest […]

Action: GfK Marketing Mix Evaluator Synergy Presentation

This Synergy study was undertaken by GfK. It concluded that the addition of print advertising to a single medium campaign yielded better ROI. GfK PRC Marketing Mix Evaluator Synergy Presentation […]

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