As Media channels
continue down the fragmentation spiral and those charged with building
the Corporate Brand try to also assuage financial stakeholders demands
for accountability, making the most out of Advertising budgets has
never been more important.Quantitative methods
like Econometric Analysis and Marketing Mix Analytics can be used as the
basis to implement Advertising Optimization models that can compare the
impact of different allocation scenarios of Marketing investments across
available vehicles and help decide the best advertising strategy.
Advertising Saturation
Quantitative models can help determine the right level
of advertising in a given period to maximize target consumer reach.
How many GRPs per flighting?
Advertising Lag (Media Decay)
Quantitative models can determine the
unique manner in which each Brand's advertising leverages copy
properties and media properties to influence consumer propensity of
purchase at the right point in the purchase cycle.
How much gap between flightings?
Online vs. Offline Synergy
As more and more industries rely on
online programs and advertising to expand their business, it becomes
especially important to understand the interaction of offline media
execution with online initiatives. Several marketers make the mistake of
thinking that online is an alternative to rather than an extension of
offline media execution. Increasing allocation to offline media
investments that are synergistic with online initiatives helps enhance
ROI of both.
TV
Advertising Dimensions
Although a quite established media form, TV
Advertising has very seldom been optimized along all it's facets. Every single
of the dimensions shown below can be optimized to get maximum benefit to both
sales and brand awareness.
MetriScient™ 
