Using modelling to improve media laydown

Describes Millward Brown's FORCE modelling technique as an aid to media planning (FORCE = First OTS Response Created by the Execution).

Using modelling to improve media laydown

In this case history, Paul Dyson, Millward Brown International, describes how a model based on an enhanced Awareness Index was used to improve substantially the efficiency of a client's media schedule

Paul Dyson

OVER THE LAST four years, Millward Brown has been investigating the efficiency of different media laydowns. This has involved building a model relating media expenditure to a variety of advertising response measures (such as advertising awareness, brand image and sales). The result of this work is a technique which has become known as FORCE modelling (1).

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