REVOLUTIONARY PRODUCT CREATES STRATEGIC MEDIA PLANS OPTIMIZED BY BRAND-BUILDING METRICS

New line extension brings together Knowledge Networks' single-source media measurements, Marketing Evolution's "Return on Marketing Objective" data

Menlo Park, CA; January 15, 2008: Knowledge Networks today announced the launch of MultiMedia Mentor®: Brand Bridge, a revolutionary system that links media-planning and brand-building objectives. This extension of KN's top-quality media-allocation resource, MultiMedia Mentor®, incorporates Return on Marketing Objective (ROMO™) data from Marketing Evolution under a cross-licensing agreement.

MultiMedia Mentor®: Brand Bridge uniquely combines KN's established approach to measuring consumer use of key media with Marketing Evolution's ROMO™ data, which quantifies media's effect on the consumer. MMM: Brand Bridge enables users to incorporate marketing goals into their evaluations for TV, Internet, and magazines; you identify the objective most relevant to optimize for your brand:

• brand imagery, purchase intent, and awareness by
• "effectiveness" (pure ability to move the needle) or "efficiency" (making the most of a given spend)

"The ability to develop media strategies 'optimized' to achieve not just impressions, but specific marketing goals, brings a new brand-media linkage to the planning process," said Maura Clancey, Senior Vice President and Managing Director, Knowledge Networks. "Marketing Evolution's singular information on the connections between media and marketing objectives elevates MultiMedia Mentor® into a powerful brand-planning tool."

"Brand Bridge is on the cutting edge of planning tools that layer in real media effectiveness measurements," said Rex Briggs, founder and CEO of Marketing Evolution and the author of What Sticks. "KN's time-spent data integrated with Marketing Evolution's norms data is a candle in the darkness for advertisers seeking to take a first step toward improving marketing ROI. Although not a substitute for your own brand ROMO measurements, it provides insight into the typical results of a wide array of campaigns, and a glimpse into possible areas to reduce waste in one's own media plans."

Released twice yearly since 2000, the base product, MultiMedia Mentor® combines single-source measurement of time spent with eight key media and exclusive software that allows users to create strategic media plans that deliver messages with greater efficiency against a budget or a target audience

Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel.

Marketing Evolution, a leading market research and consultant firm, helps companies better understand and quantify the role different media play in moving a prospect to "yes" in the increasingly complex world of media planning and investment. Marketing Evolution has a client list that reads as a "Who's Who" of A-list brands.