The objective
Half the money I spend on advertising is wasted; the trouble is I dont know which half- John Wanamaker
Our Problem was we had to now quantify it.
Objective:
"Do we need to spend on Media ? "
"For an APP which is doing so well - do we need to do TV altogether? "We are getting enough downloads from the performance campaigns
which are on-going TV is a branding medium, will it drive downloads for us?"
This is the question that the BYJU's management was questioning. TV in their eyes was an only branding medium, not something...