Media planning across brand structures
Kate Cox MPG Media Contacts
Econometric modelling can be used to make incremental improvements to a brand range's media schedule
This article looks at case studies using econometric modelling as a major input into the media planning process across brand portfolios. It outlines successful case histories that use this technique to drive the total portfolio media plan, playing a key role in budget setting across brands, channel choice and phasing between brands. It is a powerful tool because it helps understand the interactions across a portfolio – the direction of effects of master brands...