PM,
Interesting post. Also, your link is broken. I just cut off the part about previewing the post, but some people might have trouble figuring that out.
Now, onto some comments. I see a couple of problems with the idea of an unlimted ad budget. First off, we are working with a fixed market size. This isn’t like advertising to the internet. We are mostly working with a fixed number of house holds and a fixed number of eye balls. At some point, regardless of how effective a SINGLE advertising campaign maybe, if multiple are run side by side… some overlap is going to occur. This may increase response rate due to multiple impressions, or it may be wasted dollars. Really hard to say.
Secondly, advertising that brands, but doesn’t discount is okay. However, you need an offer to track. An offer is typically a give away or a discount. Now you’ve started conditioning your clients to order with a discount. When does the discounting stop? Where is the pain threshold? If you continue to send out a coupon for a $10 pizza and then they know that they can get a $10 pizza whenever they want, you then have to send out a coupon for $9.00 to excite that customer again.
Just some other ideas to think about.