Legend says, if you want to see more sales, spend more on media—25% more, 50% more, double your budget! Come hear Peter Krieg bust this myth. Increasing spending rarely increases profitability and sometimes doesn’t even boost sales—unless changes in marketing strategy happen simultaneously.
In this session, Peter Krieg will demonstrate that the ROI of using research to identify and implement winning targeting, positioning, and advertising strategies far exceeds the performance results from increasing media spending alone. You will leave with an understanding of how to integrate financial and managerial criteria into research and analysis efforts in order to build a business case for different marketing decisions. You will also explore ways to narrow in on specific decision areas where research can add value.
