Justifying the advertising budget

Paul Dyson

Describes Millward Brown's experience in modelling advertising effects. This involves: identifying actual returns from advertising from a sales effectiveness database; understanding what factors seem to impact on the return from advertising and how they may be controlled; tying together sales and tracking data to look at how advertising works.

Justifying the advertising budget

Paul Dyson

 

INTRODUCTION

Given the title of this paper, the aim is to draw on 15 years experience of modelling the effects of advertising, to see what empirical evidence there might be to help justify the advertising budget. This will involve:

  • interrogation of a sales effectiveness database to identify actual returns from advertising across numerous brands and categories;
  • understanding what factors seem to impact on the return from advertising and how...

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