It is often used to optimize advertising mix and promotional tactics with respect to sales revenue or profit. role of advertising in marketing mix pdf and the Hudson River Group founded in 1989.
OHAL since the late 1980s. These agencies took MMM from being a little-used and academic discipline to being a widespread and common marketing tool. Improved availability of data, massively greater computing power, and the pressure to measure and optimize marketing spend has driven the explosion in popularity as a marketing tool. In the recent times MMM has found acceptance as a trustworthy marketing tool among the major consumer marketing companies.