Drive growth with media parity: Shifting 10 percent of promotion spending to media advertising will increase marketing ROI by 10 to 25 percent

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Before the Great Recession, marketers worked on a handful of core principles: differentiation builds brands; advertising enhances differentiation to build long-term, sustainable growth; discounts provide an immediate incentive to consumers by signaling...

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