Advertising Efficiency
Advertising continues to be a critical driver of consumer demand. At the same time marketers are faced with fragmenting consumers and media landscape, an explosion in emerging channel choices and ever increasing calls for accountability and measurement.
Ninah Consulting has a long history of pioneering work in the field of measuring ad managing advertising efficiency and helping clients maximize the impact of advertising. Our proprietary tools such as High-Definition Modeling™ and Marketing-Plan Lab™ can help clients understand impact of historical campaigns ad simulate market place response to new programs ad campaigns.
Case Study Food Product Growth Through Predictive Planning
Situation
A leading specialty brand in the food condiments category was facing decreasing growth and was looking to drive growth by establishing new usage occasions for the brand. The client team needed to understand which marketing vehicles, creative executions and budget levels would support the growth strategy while maintaining the core business.
Approach:
Ninah employed is proprietary pre-market simulation approach Marketing-Plan Lab™ to understand how consumers were likely to respond to the new marketing programs and how it would impact buying behavior.
Results
The analysis established the business case for marketing driving incremental volume and new usage occasions, and resulted in a significant change to the budget allocation of the new plan, and an increase of 27% in marketing productivity for the brand.