Media and Advertising
Leading restaurant chains require sophisticated solutions in order to launch major nationwide marketing campaigns, optimize price points for new products, determine appropriate media spend to support new initiatives, and evaluate the effectiveness of advertising strategies in order to maximize marketing ROI.
APT’s test-based approach contrasts with Media Mix Models (MMM) which rely on using statistical fit of past results to predict the future — a fine method in retrospect but a suspect one in the event of unexpected business shocks. Instead of emulating MMM in trying to answer all questions of media allocation, APT focuses on specific questions, such as:
- What is the ROI of different media channels (TV, radio, print, and outdoor advertising)? How does this compare to the ROI of direct mail, FSIs, and coupons?
- What is the impact of using different images/creatives/copy in ad campaigns? What is the optimal timing and frequency for different ad campaigns?
- How should marketing efforts vary by region, season, or customer group?
Click here to learn how APT clients use Test & Learn™ to maximize marketing ROI in the Restaurant Media and Advertising Case Study.
