The metrics were validated by testing 12 different multi-media campaigns with over 1,000 consumers.
The NMA worked closely with Mike Hall of Hall & Partners in the development and testing of the metrics.
These new metrics offer the advertising industry a way to assess just how effective a newspaper campaign has been. For the first time, national newspapers will be truly accountable to advertisers.
The NMA are working with advertisers to utilise the metrics in-market, to test them on live campaigns.
Find out more about the "£10m challenge" - and how you can get involved.
Intro | Q&A | Top line findings | The model | The metrics | Case studies | Testimonial | £10m challenge
or click here to read what the professionals have to say; Mike Hall (Hall & Partners) and Tim Broadbent (IPA recommended consultant).
or click here to skip back and read more about the model we used to develop these metrics.
Click here to see the results and find out our top-line findings.
Read three case studies, which focus on the commercially important strategic roles of Brand Values, Depth of Information and (Re)Appraisal.
