“Managing Advertising Campaigns for New Product Launches in the Automobile Industry: An Application at Mercedes Benz” by Marc Fischer (University of Cologne & University of Technology Sydney).
This research introduced a new approach to manage advertising campaigns for new product launches at Mercedes-Benz, based on an innovative method to create a single-source database. Management used the calibrated model to monitor the effectiveness of expenditures across media channels, predict advertising key performance indicators at varying budget levels, and identify cost savings from optimizing the total budget and media mix. By going against conventional wisdom which recommends a move from TV to digital media, the strategy was able to achieve savings of $US 12.3 mm in the German market alone.
Additional Files:
