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).
This article briefly...