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Background

This paper investigates a multi-national financial brand - American Express - and identifies the different expectations various age cohorts exhibit in the United States, Japan and England. It then accurately predicts the importance of various brand attributes and the performance of three age targeted "tag lines" on advertising effectiveness.

Implications

Publishers using this methodology can add value to their advertisers by helping them to select the most effective advertisement (i.e. maximum sales impact) based on their publication's demographic and brand profile. This quantifies the value that advertisers will derive from placements with the publication prior to investment.

On the other hand an advertiser can predict the advertising effectiveness of different media outlets prior to investing and optimise their investment effectiveness. Previous Brand Keys studies have proven that this optimisation can lead to a halving of cost or a doubling of brand recognition.