Media Research Questions

Media Mix
How to allocate advertising dollars across various media?
  1. What are the sales effects - this requires single source data across different media.
  2. Reach & frequency metrics.  What are the differences between media (e.g. TV cumulates reach whereas newspapers don't; both TV and newspapers skew older etc).  This research includes work on audiences.

New Media
How is it different? i.e. a sub-set of the above programs.


$$$ How much to Spend?
A continuation of work on setting overall media spends.


Timing - when to advertise?
A continuation of work on the frequency sales response functions - this includes testing the recency theory.


Media Metrics
In the absence of single source sales response data (eg before the ad is placed), which metrics should advertisers use to (a) make buying decisions? and (b) evaluate their spend?


EhrenbergBass_CB_UniSARGB

Professor Andrew Ehrenberg
(1926 - 2010)

August 2010

We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing. 

We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.
The Ehrenberg-Bass Institute

The Ehrenberg-Bass Institute has over 50 marketing scientists contributing to ground breaking research and analysis.

Our research discovers how buyers behave, brands perform and how marketing really works.

Our findings give meaning and context to marketing research, turning data into insightful and meaningful strategy.

We have experts in the areas of:

Advertising
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© 2009 Ehrenberg-Bass Institute for Marketing Science