Abstract:

This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator that weighs the causes and effects of the individual management of each brand. The fusion is carried out by integrating three studies: advertising investment television audience and a survey of recall and attitude towards advertising. This method has been created to generate a series of time intervals that allow for a dynamic follow-up study of brand performance over a period of time. The following report includes both a description of the model and its practical application for products in the shampoo category giving the results for other markets as well.