With the evolution of online marketing and the adoption of digital video recorders, advertisers are re-examining the allocation of marketing spending. An effective mix of traditional and online advertising increases volume, drives brand equity and reduces price sensitivity.
- Optimize traditional vs. online advertising spending
- Reallocate marketing funds based on efficiency levels
- Understand the impact of campaigns, day-parts & weights on profitability
- Maximize advertising efficiency through benchmarking
- Develop synergistic advertising, trade & consumer promotion strategies
Online Vs. Traditional Measurement
SMS marketing mix models mathematically decompose the impact of online, traditional advertising and non-advertising variables on volume:
Television Advertising Variables:
- Short & Long-Term Volume Impact of Ad Campaign
- Copy & Weight Testing
- Day-part Evaluation
- Network vs. Local TV
- Continuous vs. Pulse Advertising
- Halo & Synergistic Effects
Online Advertising Variables:
- Social Media
- Search Engine
- Banner
Other non-TV/Online advertising Variables:
- Radio, Outdoor, Facings, Sampling, Consumer, Trade, Price, Print, PR
SMS marketing mix models decompose the impact of online, traditional advertising & non-advertising variables on volume.
