This article covers three areas of concern to consumers of marketing mix models:- (1) What should the casual consumer of marketing models understand? (2) Why is it important to include timing of ad effects in a marketing mix model? (3) The article also takes a more sophisticated look at cross media comparisons.
A Consumer's Guide to Marketing
Mix ModelsBruce Goerlich
Starcom MediaVest Group
This 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