This was the pioneering landmark study into optimising the media mix and the level of weight internet banners should be given. The award-winning research formed a roadmap for media-neutral planning and quantified how each marketing channel influences the consumer. It revealed how some channels are used to saturation point; while others are barely explored. Minor reductions in frequency or reach of campaigns in one media free up budgets that work harder online: same budget, better results.
Case study: Dove Nutrium | Agency: Marketing Evolution/Dynamic Logic | Sector: FMCG | Objectives: Optimisation | Format: Online media, monitoring and evaluation, marketing models and intergration
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