Evaluating the impact of advertising on sales
Mike Campbell and Bruce Dove of IRI pose some questions about the relative effectiveness of trade promotion and advertising
Mike Campbell and Bruce Dove
How much to spend on short-term or longer-term brand development is a major dilemma for fmcg marketers. How much of the budget should go on supporting the brand in-store through trade and consumer promotions, and how much should be spent on TV advertising?
There are a number of factors:
- What are the necessary investment levels to support ongoing...