What is the value of covers?
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. Normal page Inside front cover Inside back cover Outside back cover % Recognition 55.1 62.0 59.3 64.5 % Attribution 40.4 45.3 41.0 46.8 % Effective Score 24.2 30.0 26.0 32.3 Effective Index 32.
