Management on Ad Investment Needs

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Budgetation Concerns

Key issues
- How to focus on singular medium to create a dominent illusion
- How to boost sales in off seasons

Long Term ROI

Key issues：
- Base line of brand recall
- Brand recall vs decay

Multiple Placement

Key issues：
- Play less, but play it hard
- Who's the TA: user, buyer, retailer, stakeholder......
- Threshhold effect: not too much, not too less.....the art of spending

Modeling

Functions：
- Sales forecast
- For strategic planning purpose
- Diagnosis on abnormality factors