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.