Abstract:

This paper demonstrates the use of econometrics in the research environment. Traditional media econometrics has used a decayed TVR approach to account for the effects of advertising. This has helped deliver quantification, and in some instances the effect of weight, but has always been lacking in providing direction for media planning. To better understand the effects of advertising, Brand Science, a PHD Network company, has developed a unique approach. Any factor, either own competition or market, is considered as an input to a model; a thorough examination of model diagnostics is adhered to allowing for complete confidence in the final results and their interpretation