Professor E.L. Roberto PhD Coca-Cola Foundation Professor of International Marketing.
Reviewing the £5 million of independent research Prof. Roberto concluded on the cost efficiency of this technique:
• The TAG participating advertisements generated recall scores that are more than 50% productive than normal advertising.
• The effect on purchase intention is just as impressive if not much more. All these productivity increments are attainable at a reasonably
• One TAG client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its
TAG budget of $0.5 million.
• This 1:10 ratio has been obtained in TAG events in other countries.