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A large news company wants to develop a test that will show up in their marketing-mix model. The goal is to identify the effect of a new media channel during a one-week test conducted across many digital channels as well as TV. They are a national newspaper, so a significant number of conversions come organically on a weekly basis.
The company typically spends $275,000 per week on media, and plans to spend an additional $5,000 on this test, for a total weekly spend of $280,000. The company typically spreads the $275,000 across three digital channels and a mid-sized TV buy.
Which action should be taken to ensure the feasibility of the test showing up in the model?
- A . Remove TV spending from the campaign
B. Increase the number of channels being used
C. Increase the duration of the test-period
D. Increase the overall advertising spend across the target channel
Suggested Answer: D
Posted : 28/01/2023 4:49 am