A marketing director implements a scientific/quantitative way of optimizing and understanding the advertising spending decisions of his company. His theories contain the concepts of declining returns on a results limit spending, carryover, and differential effectiveness.
Media Modeling and Budgeting at DMI Case Study Solution
His team develops a mathematical formula that supplies parameter estimates resulting from fitting the model to the three years of regional and national data. He should then determine the way to apply the data to maximize media spending. A student Excel spreadsheet is available.
PUBLICATION DATE: November 18, 2010 PRODUCT #: UV5746-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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