Webcast:
What is the 'Net Brand Effect' of Promotions?

Most CPG manufacturers understand which promotional tactics work effectively for their brands. They have a good idea of the right frequency of promotions and the amount of discount. But very few manufacturers understand – or even consider – the overall effect on the brand portfolio.

Understanding how spending on customer marketing interacts across the portfolio results in better portfolio management and improved ROI. This understanding is called the 'Net Brand Effect.'

In this CPG Webcast, hear more about the 'Net Brand Effect' and the role that market structure plays in promotion decisions. Click on the Play button (first arrow in the control bar) to listen: