With an eye toward helping marketers understand the impact of advertising on revenues, Miller-Williams has introduced a new product called a Value Scoreboard. The product analyzes how top market
leaders succeed in their advertising initiatives and what others need to do to improve their own efforts. The research was based on interviews with 11,277 active customers from the PC, Software,
E-Commerce, Telecom and Automotive industries. The research shows that corporate advertising has the most impact on a customer’s view of industry leadership, corporate vision and customer respect. It
says the most compelling result is that both price and competitive performance ranked well below those top three. “The results of this research are so powerful because they provide an understanding of
what customers’ needs are and how a company can meet those needs. This arms a company with the key to a successful campaign – the ability to define sales strategies needed to gain new customers
before a new advertising effort is put into place,” says Amy Ferraro, Director of Research for Miller-Williams Inc.
