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Budget RollMa
IMAS International has been using RollMa since 1994 (1983 in Austria) in order to gain an indication of advertising success by measuring the spontaneous brand awareness of around 60 product areas (approx. 1,000 brands). In so doing, the development of the spontaneous brand awareness (UBA = Unaided Brand Awareness) is measured every two months (on the basis of 2,000 interviews) and the advertising spend shown according to Nielsen region (S&P).
Optimisation of an advertising budget with the BudgetRollMa
The BudgetRollMa is a neutral and objective tracking instrument for planning your advertising budget. It was developed by IMAS International and is used by a large number of renowned companies and brands in order to optimise their advertising spend.
The BudgetRollMa increases the efficiency of your investment, reveals money-saving potential and minimises the uncertainty factor in the media budgeting process.
Your questions:
How high should my ideal annual advertising budget be?
How high is the ideal advertising pressure for my brand?
How should I ideally distribute my budget over time?
How often should I have breaks between different advertising waves?
When should these breaks take place, and when not?
What are the implications for a change of campaign?
What needs to be observed when changing the media-mix?
How do I take the advertising behaviour of my competitors into account when planning?
The solution:
The BudgetRollMa delivers specific answers. It exposes all impact-related mechanisms and makes understandable the relationship between seemingly paradox contexts. The instrument offers directly applicable operational recommendations for strategic budget planning.
We would be pleased to provide you with free and non-binding advice about the instrument, and about the fundamental insights regarding advertising budgeting.
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(only German)