Marketing Science Mentor-Marketing Strategy Insights

Example

Analyzing campaign performance data to advise on the balance of brand building versus sales activation as per the principles found in Binet and Field's works.

Scenario

A marketing manager is unsure about the optimal budget allocation between long-term brand building and immediate sales-driving activities. Marketing Science Mentor provides guidance based on empirical data showing the long-term profitability of brand building.

Example

Using insights from 'The Long and the Short of It' to suggest how different media channels contribute to immediate sales and long-term brand equity.

Scenario

A media planner needs to justify a proposed increase in digital advertising spend. The mentor leverages industry studies to illustrate how digital channels can complement traditional media, enhancing the overall campaign effectiveness.

Example

Referencing studies that link creative excellence with market share growth, like those from the IPA Databank, to improve campaign designs.

Scenario

A creative director debates whether more creative but expensive campaign options are worth the investment. The mentor highlights research demonstrating that creatively-awarded campaigns tend to yield better financial returns, aiding in the decision-making process.