Optimizing in-store trade promotion and television for maximum short-term and long-term return on investment

Bill Harvey, Terese Herbig and Matthew Keylock

This paper describes how dunnhumbyUSA and TRA apply a non-modelled methodology for optimising the mix of TV advertising and in-store marketing.

Optimizing in-store trade promotion and television for maximum short-term and long-term return on investment

Bill Harvey and Terese Herbig, and Matthew KeylockTRA and dunnhumbyUSA

Abstract

The advertising and marketing community has traditionally understood television advertising effectiveness and its relationship to in-store marketing tactics through small market research or marketing mix modeling (MMM) studies. While these studies have improved the quality of advertising effectiveness research and moved the industry forward, they have done little to improve the tools marketers need to translate those insights on a larger scale and optimize their marketing allocations.

With...

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