Advertising Effectiveness Post-Pandemic

This chapter explores a comprehensive study on marketing mix modeling (MMM) and its assessment of advertising impact across 141 brands, focusing on post-pandemic behaviors from 2021 to 2023. It highlights shifts in consumer behavior and the resilience of various media channels while asserting the necessity of understanding the business case for advertising in challenging economic conditions. The discussion underscores the importance of rigorous data analyses for effective decision-making among planners and strategists in the evolving advertising landscape.