ohal has a unique approach to modelling advertising which facilitates more sales effective media planning. The sophisticated consumer response models, based on coverage instead of ad stock, are particularly powerful in supporting strategic media planning and enable the exploration of a range of communication issues.

ohal provides detailed information on the return for your media investment and the effectiveness of a wide range of possible activities, such as:

• ROIs of communication channels used – TV, Cinema, Radio, Press, Magazines, Outdoor, Internet
• For TV – efficiencies of different laydowns and effects of differing spot length, daypart mix and creatives
• For Press – size of ad, colour vs mono, publications
• For Internet – banner and search engine
• Impact of catalogues and inserts
• Sponsorship performance

Combining these measures with ohal's understanding of the consumer response enables the development of the most efficient, effective and accountable media planning. It helps answer important questions, such as:

• What sales will my advertising generate?
• What is the most sales effective laydown for my budget?
• Given the sales seasonality for my brand what will be the most effective plan?
• Is there a long term effect of advertising?
• Is there synergy between media?
• Which copy is most sales effective?
• Where should I spend my next £?

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