PREDICTIVE MARKETING MIX MODELLING IN FMCG PACKAGED FOOD CATEGORY INCLUDING PRICE AND ADVERTISING IMPACT

• Authors: Tomasz M. Kolanowski
• Languages of publication: EN

Abstracts

EN

Case study describing estimation of Marketing Mix econometric sales modelling on packaged food fast moving consumer goods product. Model bases on two step modelling approach, using ordinary least squares method. Adstock data transformation has been used to evaluate advertising impact with time distributed lag. Paper presents non-linear relations between market distribution, consumer price levels and advertising as well as 52 weeks forward sales forecast accuracy evaluation.

Keywords

EN

Marketing Mix Modelling; Advertising; Sales Forecast; Fast Moving Consumer Goods (FMCG)

• Publisher: Katedra Ekonometrii i Statystyki, Szkoła Główna Gospodarstwa Wiejskiego w Warszawie
• Journal: Metody Ilościowe w Badaniach Ekonomicznych
• Year: 2009
• Volume: 10
• Issue: 1
• Pages: 131-141

Contributors

author

Tomasz M. Kolanowski

• Wydział Badań i Analiz, UMWW

References

• Beliczyński, Jan. (2007) Metody planowania i kontroli w zarządzaniu reklamą, Wydawnictwo Akademii Ekonomicznej w Krakowie,, Wydawnictwo Akademii Ekonomicznej w Krakowie.
• Binet, L and Field, P (2007) Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability, World Ad-vertising Research Center 2007.
• Broadbent, S. (1979) One Way TV Advertisements Work, Journal of the Market Research Society Vol. 23 no.3.
• Curry, David J. (1993) New Marketing Research Systems: How to Use Strategic Database Information For Better Marketing Decisions, Published by Wiley, John & Sons, Incorporated.
• Czarnecki, A, Korsak, R (2001) Planowanie mediów w kampaniach reklamowych., Published by PWE.
• Emshoff, J. R. and Mercer A. (1970) Aggregated Models of Consumer Purchases, Journal of the Royal Statistical Society, Series A, 133:1, 14-32.
• Hanssens, D. M. Parsons, L. J. Schultz R. L. (2003) Market Response Models: Econometric and Time Series Analysis, Published by Springer.
• Jones, John Philip (2001) The Ultimate Secrets of Advertising, Edition: 3, Pub-lished by Sage Publications.
• Kotler (1999) Marketing. Analiza, planowanie, wdrażanie i kontrola. Published by Warszawa.
• Leone, R.P. (1995) Generalizing what is known about temporal aggregation and advertising carry-over, Marketing Science, 14, G141-G150.
• McCarthy, E. J and Shapiro S. J. (1975) Basic Marketing, published by Irwin-Dorsey.
• Rószkiewicz, Małgorzata (2002): Narzędzia statystyczne w analizach marketingo-wych, published by C.H.Beck.
• Sissors, J. Z. Bumba, L. (1996) Advertising Media Planning, Published by McGraw-Hill.
• Witkowska, Dorota (2006): Podstawy ekonometrii i teorii prognozowania, Pu-blished by Oficyna Ekonomiczna.
• Zyman, Sergio (1999) The End of Marketing as We Know it Published by Harper-Business.