Defending advertising through market modelling
Modelling can be a cost-effective way of assessing the strategic value of advertising and its tactical deployment and performance. Paul Freeman, Kraft Jacobs Suchard, looks beyond the 'black box' to explain the fundamentals of modelling and its main applications
Paul Freeman
The corporation I work for believes in brands - it has 66 of them with annual revenues in excess of $100 million and eight of those exceed $1 billion. It believes in supporting them too - in 1995 almost $500 million was deployed in the advertising budgets of the European food business alone....