"MTV's VMA show provides the opportunity to connect with young consumers across multiple platforms, " says Stuart Pierce, Chevrolet's director of advertising and sales promotion.

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First, mix models measure advertising and promotion effects only among total sales rather than among penetration versus repeat purchases.

FORBES: The Downside Of Marketing Mix Models Is There's No Upside For CMOs

Unfortunately, these models are fundamentally flawed in being biased to favor corrosive price promotion over brand-building advertising and to favor advertising cost efficiency over sales-growth effectiveness.

FORBES: The Downside Of Marketing Mix Models Is There's No Upside For CMOs

Is your content in line with known needs and expressed community interests, or exclusively driven by content created for advertising, PR or sales promotion purposes?

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