In a marketing-mix model, ________ are developed from historical information to predict what sales performance might occur without any changes in marketing activity.

Question

Quizplus · Accepted Answer

Baseline data is used in marketing-mix models to predict sales performance without any changes in marketing activity. It represents the expected level of sales based on historical data and external factors such as market trends and seasonality. By using baseline data as a benchmark, marketers can measure the impact of their marketing efforts on driving incremental sales lift. The other options mentioned, such as sales-lift models, buy-in data, implementation models, and scanner data, do not specifically refer to the development of a baseline or predicting sales without changes in marketing activity.

In a Marketing-Mix Model, ________ Are Developed from Historical Information