In 2010 Comscore acquired Meg Blair’s RSC, a gem of a copy testing company, which Comscore later divested. Soon after the acquisition they developed a market mix model (MMM) based on 35,000 copy tests showing that creative was 80% of sales effect.
The Effect of Creative on Sales Is Dwindling, Why?
![The Effect of Creative on Sales Is Dwindling, Why?](/media/articles/240411-MV_ITOROI-post-image-500.jpg.550x380_q85_box-10%2C0%2C490%2C333_crop.jpg.webp)