The “Competitive Intelligence” report provides estimates of the advertising and commercial budgets spent by the companies in each market during the simulated period.
Competitive Advertising. Competitive advertising budgets are given by firm, by brand and by consumer segment. The breakdown by brand and consumer segment is also provided. All brands marketed in the current period are included in the study. See Figure 30 for an extract of this study.
Estimated Communication Dimensions and Message Quality. This section provides an estimate of the dimensions that have been used by all brands in their communication, as well as an estimate of the message quality. Higher message qualities are obtained with higher advertising research budgets.
Competitive Commercial Team. This study estimates the size of competitive commercial teams by firm, brand and channel, and how the teams are allocated to brands and channels. All brands marketed in the current period are included in the study. See Figure 31 for an extract.
Figure 30 – Market Research – Competitive Advertising – Brand expenditures
Figure 31 – Market Research – Competitive Commercial Team – Size by firm and channel