Making the Case for Media
	IMPACT ASSESSMENT

A food industry client was consistently decreasing their marketing and advertising spending and wanted to determine the impact this had on its brand’s business. This client’s brand participates in a highly competitive category, so each consumer holds significant value to its bottom line.

Using the client’s continuous brand equity and advertising tracking study, and integrating client and competitive advertising spend, The Pert Group developed a model that revealed the impact of advertising share-of-voice and key consumer metrics, including brand consideration. The model was validated and subsequently used to project the long and short impact on the business.

The research quantified the impact of brand advertising on specific ethnic targets and helped determine the value of market-level campaigns. The analysis also unveiled which markets and brands were the most successful and why, which helped internal stakeholders develop a multicultural strategy for the next fiscal year. In addition, the findings helped determined the right media allocation and established the strength of a synergistic combination of efforts (both general market and target market initiatives).