How to Use Product Targeting to Determine the Right Channel Mix
Making Decisions
The four key decision points are:
5. Which products get an ad budget
6. Who is the primary and secondary target; any other important ones?
7. Which media to use with each consumer group
8. Common media versus segmenting media
Which product gets an ad budget and how much budget is the first key decision. One of the key decisions in any forward-looking budget is resource allocation. Some factors to consider include:
Revenues for each product
Margin
Does the product drive sales
In looking at our data, again, we can see:
