Assessing the relative effectiveness of TV sponsorships, network primetime, and cable properties using a dual stage market mix approach

This paper describes the advantages and limitations of the multi-stage Market Mix Models applied by AT&T, the US telecommunications group.

Assessing the relative effectiveness of TV sponsorships, network primetime, and cable properties using a dual stage market mix approach

Charlie Payne, Greg Pharo and Damon T SamuelAT&T Mobility

Abstract:

Large brands like AT&T invest significant sums of their marketing budget on TV advertising. They divide these investments across sponsored properties, the major broadcast networks, and multitudes of cable outlets. As an organization it is imperative to understand the value of these investments in both absolute and relative terms. Traditional Marketing Mix Models focus on the value of various media but do not address the question at hand; once you...

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