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| Advertising Effectiveness Modeling & Tracking |
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| Key Elements: |
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Effectiveness and ROI measures for wide range of
media vehicles
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Ad response measured by campaign so effectiveness
can be compared
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Models incorporate carryover after air date
(adstock) and diminishing returns or saturation
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Direct and halo effects for full portfolio
measurement
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| Range of Media Vehicles |
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TV |
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Magazine Print & ROP |
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Radio |
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Online |
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Outdoor/Out of Home |
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In-Store Radio/TV |
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PR/Word of Mouth |
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| Wide Variety of
Media Issues |
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Which media vehicle drives the most incremental sales? TV?
Radio? Online? |
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Does any media vehicle look to be near diminishing returns? |
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Which advertising daypart is most efficient (incremental sales $
per $ spending)? |
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Which recent TV campaigns have been most effective? |
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Which media vehicle works longest after airing? |
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Which type of advertising drives more incremental sales? Brand?
Product? Promotional? |
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| Retailer Pre-Print Page Productivity |
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Impact measured by individual product & offer |
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Uses point-of-sale data by item, store, and week |
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Incremental sales metrics reflect both “focus item” results and
halo effect on other items in the store |
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Results reported in web-based format |
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| Respected Source of Industry Knowledge |
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| For the Advertising Research Foundation, we taught a seminar
called "Modeling the Impact of Advertising on Sales". We also jointly developed
advertising evaluation models with Millward Brown, the world’s largest ad
awareness tracking firm, and contributed to joint presentations, including
“Measuring the Short and Long Term Impact of the Marketing Mix” and “The Value
of Survey Data in Marketing Mix Models”. |