Defending advertising through market modelling

Paul Freeman

Explains the fundamental principles of market modelling, as used in Kraft Jacobs Suchard to assess and defend advertising's share of the marketing budget.

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....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands