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.