Ehrenberg-Bass researchers readily admit that consumers are heterogeneous in their brand preferences. Yet, they ignore the possibility that consumers also vary in their expected responsiveness to advertising even though they are mathematically linked.
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Feb
20
The case for rethinking broad reach paid media plans
In: ad waste, addressable marketing, advertising effectiveness, audiences, media planning, Movable Middle, Reach, ROAS
Comments Off on The case for rethinking broad reach paid media plans
Nov
19
Carry over effect of prior years of brand advertising on today’s sales
In: advertising, advertising effectiveness, advertising long term effects, Ally Bank, brand building, brand equity, brand marketing, Dynata, TransUnion
Comments Off on Carry over effect of prior years of brand advertising on today’s sales
Marketers now know that prior years of brand building can have a much bigger impact on current sales than previously thought.
May
19
Decoding advertising’s future…the Math, AI, wave
In: advertising, advertising effectiveness, AI, ChatGPT, Generative AI, Math, Movable Middle, targeting
1 Comment
Math and AI are optimizing tactics, refining targeting, and transforming creative processes for significantly improved outcomes.