Media Modeling and Budgeting at DMI
A marketing director applies a scientific/quantitative approach to understanding and optimizing his company's marketing spending decisions. His hypotheses include the concepts of diminishing returns on spending, a results ceiling, carryover, and differential effectiveness. His team develops a mathematical formula that provides parameter estimates resulting from fitting the model to the three years of regional and national data. He must then decide how to apply the data to maximize media spending. A student Excel spreadsheet is available.
Collection: Darden University of Virginia (USA)
Ref: DARDEN-M-0791-E
Format: PDF
Number of pages: 7
Publication Date: Nov 18, 2010
Language: English
Review date: Nov 7, 2011
What material is included in this case:
Description
A marketing director applies a scientific/quantitative approach to understanding and optimizing his company's marketing spending decisions. His hypotheses include the concepts of diminishing returns on spending, a results ceiling, carryover, and differential effectiveness. His team develops a mathematical formula that provides parameter estimates resulting from fitting the model to the three years of regional and national data. He must then decide how to apply the data to maximize media spending. A student Excel spreadsheet is available.
Read more
Industry Setting: Banking/Finance/Insurance
Leave your rating
"Media Modeling and Budgeting at DMI"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals