Modelling media spend: I know what you will do next summer

This article demonstrates how to determine the best media spend for a market share increase by predicting competitors' spend.

Modelling media spend: I know what you will do next summer

Team Insights, Maxus Global, Mumbai

The best way to slow down competition is to keep on watching them.

The background:

"We are going to spend INR 20 crores in media in coming 2 months" says a marketing manager of leading multinational company. "want the market share to increase from 4% to 5%. Do you think it's possible" he adds.

"Yes! Let me work out and come back to you with the plans"replies the media agency. The easiest way for the agency to do this is...

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