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What is the difference in effect between colour and mono?

April 26, 2017colour difference Mono

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What is the difference in effect between colour and mono?

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The latest research into this question is Stopwatch from Medialogue [2005]. It investigated nearly 3,000 different creative executions across 9 years, with 288,000 interviews. The three key measures for this research were; Recognition: Yes, I have seen that [debranded] ad before Attribution: That [debranded] ad is for brand X asked of those who got recognition correct. Effective Score: Correct answer to both questions above. In assessing relative values, Stopwatch provides us with indices against a norm of 100.