The Kellogg Company was looking to assess the long-term impact of its television advertising.

CHALLENGE

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Creative Quality: Short-Term Sales Likelihood

Sales

Lift p

er 10

0 GRP

s(in

dex)

COPY QUALITY LINKS STRONGLY TO SHORT-TERM SALESRelationship between Sales Lift & Creative Quality

Sources: Millward Brown and Kellogg’s

"We do a pretty good job – and we think we have a pretty good handle on measuring the short-term response to TV advertising, but we also know that there's a longer-term impact that we're not currently capturing."

– Jeff Doud Director of Market Place Analytics

Kellogg's

INSIGHTS

CHAMPIONS OF CREATIVE

BETTER CREATIVITY GENERATES STRONGER SALESHOW MILLWARD BROWN USED ITS LINK™ COPY TESTING SOLUTION TO HELP KELLOGG'S DELIVER GREATER ADVERTISING ROI

GLOBAL: daren.poole@millwardbrown.com AMAP: hermina.ghumman@millwardbrown.com

EUROPE: kim.malcolm@millwardbrown.com

NORTH AMERICA: dolly.denyse@millwardbrown.com

LATAM: felipe.ramirez@millwardbrown.com

See more at Millward Brown.

IS YOUR CREATIVITY PAYING?To learn how better creative generates stronger sales, contact us.

Millward Brown and Kellogg's used Link™ copy testing along with tracking and sales data to isolate the effects of creative on long-term sales.

We found that better creative, as defined with Link measures, grows brand predisposition faster – and this predisposition can predict long-term sales outcomes.

ACTION

30-60%

Original “Average”

Ad

New “Very Good”Ad

SALES AMPLIFICATIONS

The work helped Kellogg's to:

PROVE the value of brand-building focus in advertising;

ESTABLISH the value of consistent investment in equity-focused advertising;

ENSURE better action standards are set for achieving strong advertising.

For Kellogg's, taking an "average" ad in Link, and making it a "very good" ad increases sales between 30 and 60%.

IMPACT

Case Study Sources: "Short-Term and Long-Term Impact of Creative on Sales", Satya Menon, Millward Brown and Jeff Doud, Kellogg's, ARF Audience Measurement 2014; "Kellogg seeks long-term TV insight", Research-Live.com, July 1, 2014