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- Radio Active
- There is a growing body of new research that demonstrates the effectiveness of Radio advertising in brand and sales development. Three Canadian test vs. control studies demonstrated measurable impacts of Radio advertising across FMCG, adult beverage and automotive categories, ranging from increased ad and brand awareness to improved brand image,...
- White papers 2003-04-29
- Branding 101: An Overview of Branding and Brand Measurement for Online Marketers
- Online marketers have traditionally looked at behavioral responses to measure the effectiveness of the medium. As click-through rates have been declining, critics have been reporting that online advertising is ineffective. However, looking only at behavioral responses to online advertising ignores the fact that online advertising can impact a brand's equity....
- White papers 2001-04-01
- Evaluating Magazine OTS in Cross-Media Advertising Campaigns
- While exposure to online advertising may be measured directly through observational methods via online surveys, Opportunity-To-See OTS, "The industry's agreed upon measurement of audience" for print or other offline advertising, is often estimated based on self-reported data through the use of diaries, face-to-face interviews, online/mail surveys, etc. For the case...
- White papers 2005-12-16
- Cross-Media and the Web: Best Practices for Using the Internet to Measure Cross-Media Advertising Campaigns
- The advent of integrated, cross-media campaigns that include the Internet has spurred marketers to explore how different media can be used synergistically to build their brands. Many methodologies for measuring the impact of various marketing components fall short in measuring online advertising, so new methodologies, which take advantage of Internet...
- White papers 2003-09-24
- Getting Real: Drivers of Effectiveness in Online Brand Advertising
- Marketers have been learning online brand advertising on the run. Advertisers committed funds either on faith or simply as an experiment in a promising, and highly visible, new medium. The ads themselves reflected this experimental character, as advertisers tested the limits of technology and communication tools. Although rules of thumb...
- White papers 2002-09-16
- Is Your Online Marketing Working?
- In this paper, the WebATP provides the best available assessment of how marketing activities benefit the brand and company. It is a proven technique that can contribute at a fundamental level both to the tactical and strategic decision making. Given the value of the Advanced Tracking Program ATP Millward Brown...
- White papers 2001-03-13
- Web Site Promotion Strategy
- A media strategy will be determined primarily by your target audience. Are you going to spend your promotional money entirely online, or some or all of it offline? It is interesting to see how many online brands are spending money in offline media. The decisions about where to advertise offline,...
- White papers 2001-03-16
Additional Resources
- Millward Brown Launches Defense of Drug Ad Effectiveness
- Research agency Millward Brown has attacked a Harvard Medical School survey which concluded direct-to-consumer prescription drug advertising does not work. Back in September, Harvard published a study that compared U.S. drug commercials for Nasonex, Enbrel and Zelnorm, seen by English and French-speaking Canadian audiences. The results indicated that sales were...
- Blog posts 2008-12-01
- Millward Brown Announces a New Ranking of the World's Most Powerful Brands; Microsoft Tops List
- LONDON -- A new ranking of the world's most powerful brands was announced today by global marketing research firm Millward Brown. Developed by Millward Brown Optimor, the company's specialist financial and ROI arm, the BRANDZTM Top 100 Most Powerful Brands study utilized BRANDZTM data that provides brand equity measures for...
- Research articles 2006-04-03
- New Independent Study Shows IDG Reaches the Greatest Number of Technology Buyers; IDG's PC World Ranked as #1 Publication Among Business Influencers in Millward Brown IntelliQuest CIMS Study
- Business/Technology Editors BOSTON--BUSINESS WIRE--Oct. 8, 2001 Again this year, the Millward Brown IntelliQuest CIMS study has found that International Data Group IDG publications reach more technology purchase influencers than those of any other media company. The recently released Computer Industry Media Study CIMS v. 8.0 found that IDG...
- Research articles 2001-10-08
- Online Publishers Association Undertakes Groundbreaking Online Advertising Studies with Millward Brown IntelliQuest
- Business Editors and High-Tech Writers NEW YORK--BUSINESS WIRE--Oct. 29, 2001 The Online Publishers Association OPA announced today that after a comprehensive review of online publishing industry issues, it has commissioned two groundbreaking studies of online advertising with Millward Brown IntelliQuest. The first study will explore the media...
- Research articles 2001-10-29
- Corporate Profile for Millward Brown IntelliQuest, dated Aug. 2, 2002
- Business Editors --BUSINESS WIRE The following Corporate Profile is available for inclusion in your files. News releases for this client are distributed by Business Wire and also become part of the leading databases and online services, including all of the leading Internet-based services. Published Date: ...
- Research articles 2002-08-02
- Global brands ranked: special report.
- May 04, 2007 (Inside Retailing - ABIX via COMTEX) -- Google is the world's top brand, according to a report from Millward Brown Optimor. This is despite the google.com internet domain name having only been registered as recently as 1997. Google is fo May 04, 2007...
- Research articles 2007-05-04
- CHINA MOBILE RANKS NO.5 IN GLOBAL TOP 100 BRANDS
- AsiaInfo Services 04-27-2007 China Mobile Ranks No.5 in Global Top 100 Brands BEIJING, Apr 27, 2007 SinoCast via COMTEX -- Chinese mobile giant China Mobile ranks No.5 in the global Top 100 Brands by Millward Brown under the global ad giant...
- Research articles 2007-04-27
- Reality TV loses its hold: survey.(Brief Article)
- Apr 13, 2005 (The Age - ABIX via COMTEX) Millward Brown and Landor Associates have released a survey of consumers' perceptions of newsworthy people, companies and brands. In February 2005, Millward questioned thousands of Australians on their feelings about people, companies and brands that...
- Research articles 2005-04-13
- Television viewers seeing through reality flim-flam.(survey)(Brief Article)
- Apr 13, 2005 (The Sydney Morning Herald - ABIX via COMTEX) Millward Brown and Landor Associates have released a survey of consumers' perceptions of newsworthy people, companies and brands. In February 2005, Millward questioned thousands of Australians on their feelings about people, companies and...
- Research articles 2005-04-13
- Google Vs. GE: Who Has the Better Brand?
- A new study from Millward Brown Optimor called Google the world's most powerful brand. GE came in second and Microsoft third. And according to this nifty chart below from Valleywag, Google is also one of the world's most cost-effective brands. Having your company name become a verb doesn't hurt...
- Blog posts 2007-04-23
- Study Makes Case For Online Advertising
- "In a just-released study conducted by the Online Publishers Association and Millward Brown IntelliQuest, it has been shown that a young, affluent audience not only is online more than they consume other media, they're also receptive to online advertising, using it more than other advertising for learning about new products...
- Case studies 2003-01-01
- Media Mix Study
- The slides talk that the Online Publishers Association OPA commissioned Millward Brown IntelliQuest to conduct a media mix study to understand how online advertising can work in combination with offline advertising. Specifically, this research was designed to test recall and memorability of online advertising and television advertising – each alone...
- White papers 2002-03-01
- Does Social Networking Destroy Brands?
- In the Time Before the Internet, brands were essential for companies to communicate messages about their products to consumers. At a glance, you could tell The Marlboro Man was a heck of a guy, virile, in command, who stood tall in the saddle. If you smoked his...
- Blog posts 2008-02-26
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