Media Modeling and Budgeting at DMI
Farris, Paul W., P...
Media Modeling and Budgeting at DMI
Farris, Paul W.; Pfeifer, Phillip E.
M-0791 | Published November 18, 2010 | 7 pages Case
Collection: Darden School of Business
Product Details
A marketing director applies a scientific/quantitative approach to understanding and optimizing his company's marketing spending decisions. His hypotheses include the concepts of diminishing returns on spending, a results ceiling, carryover, and differential effectiveness. His team develops a mathematical formula that provides parameter estimates resulting from fitting the model to the three years of regional and national data. He must then decide how to apply the data to maximize media spending. A student Excel spreadsheet is available.
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