Question

Topic: Advertising/PR

Need To Prove Value Of Mass Media To Compliment Dm

Posted by Anonymous on 3/1/2005 at 2:55 PM ET 125 Points
Work for company that traditionally has only used Direct response marketing to sell product. Would like to assess the value of adding radio, outdoor & print to the media mix during a DM campaign, no historicals to use but would like to see if anyone would know of any case studies or maybe through experience how to quantify or forecast the upside of the additional media in a market
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  • Posted by koen.h.pauwels on 3/1/2005 at 3:30 PM Accepted
    Don Schultz's books on Integrated Marketing Communications contain lots of case studies and examples. If you have data and are looking for a quantitative assessment, you can simply add an interaction term to a model:
    Performance (= sales)= constant + Direct Mail + Ads + DM*Ads+ error
    The interaction term tells you how advertising makes the Direct Mail variable more effective...
    This being said, I know of little studies with actual data (would love to get some!), Dekimpe and Hanssens (1999) is one that demonstrates the conventional wisdom that radio advertising is typically not that effective by itself, but greatly enhances the effects of other actions.
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