We created a digital representation of the category and the full heterogeneity of consumers in terms of their likelihood to buy the brand, their category purchase cycle, and their probability of being exposed to media from a given channel. However, as a simulation, no creative was actually run. The response to advertising was governed by the math of ad response that I showed in the presentation. All creative was assumed to be of average quality and the effectiveness of advertising on a particular channel was assumed to be proportional the its CPM. In other words, if one channel had twice the CPM of another, we assumed for this exercise that it had twice the effectiveness per impression subject to saturation effects that were built into the ad response model.
We created a digital
We created a digital representation of the category and the full heterogeneity of consumers in terms of their likelihood to buy the brand, their category purchase cycle, and their probability of being exposed to media from a given channel. However, as a simulation, no creative was actually run. The response to advertising was governed by the math of ad response that I showed in the presentation. All creative was assumed to be of average quality and the effectiveness of advertising on a particular channel was assumed to be proportional the its CPM. In other words, if one channel had twice the CPM of another, we assumed for this exercise that it had twice the effectiveness per impression subject to saturation effects that were built into the ad response model.
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