The segmentation strategy provides an indication to your ad agency on how you want to split your budget across segments. This is usually done by selecting the appropriate media, channels, location, time in the day, etc. As you can imagine, this is not an exact science, and there is a little bit of overlapping across segments. This is why you will never retrieve in the competitive advertising study the exact allocation that you have specified in your decision.
Articles in this section
- Markstrat.6 - Practice industry
- Markstrat.6 - How to submit decisions
- Markstrat.5 (for Windows) - How to interpret the chart “MDS - RELATIONSHIP BETWEEN [PHYSICAL CHARACTERISTIC] (HORIZONTAL AXIS) AND [MDS DIMENSION] (VERTICAL AXIS)
- Markstrat - More on Market Research Studies
- Markstrat - Is the maximum budget increasing throughout periods?
- Markstrat - Estimating Lost Sales
- BOSS - Which factors impact market demand in Blue rounds ?
- Markstrat - While trying to fund my R&D Project, why is the base cost increasing from period to period
- Markstrat - How are the revenue figures computed by the marketing plan?
- Markstrat.6 - Financial statements no longer contain a Return on Investment/Cumulative Return on Investment figure.