Strategic Media Mix & Allocation
Allocate media by objective, incremental reach and marginal contribution.
Cheat sheet
Allocate media by objective, incremental reach and marginal contribution.
What to check first
Check reach overlap and compare audience quality by geography.
How to make the call
Reallocate after verifying enquiry quality and downstream enrolment.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Bengaluru education brand can add local radio or buy more impressions on a saturated video channel.
Reveal the step-by-step solution
- Diagnose the problem.
Check reach overlap and compare audience quality by geography.
- Work through the evidence.
Use matched markets to compare qualified enquiries per incremental rupee.
- Recommend and validate.
Reallocate after verifying enquiry quality and downstream enrolment.
More Indian cases
Interview question
How would you use strategic media mix & allocation to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Use matched markets to compare qualified enquiries per incremental rupee. Reallocate after verifying enquiry quality and downstream enrolment.