A Consumer's Guide to Marketing Mix Models
Bruce Goerlich Starcom MediaVest GroupThis article aims to cover three areas of concern to the consumer of marketing mix models:
- What are the basic 'lookouts'? What should the casual user of marketing mix models understand?
- Why it is important to include the timing of ad effects in a marketing mix model.
- A more sophisticated 'lookout' on how to make crossmedia comparisons.
After reading this article, I hope that the brand manager or media planner who looks at a...