Miller Brewing asked us if sales responded to brand references in news stories and other formats outside TV, radio, and print ads. Assisted by Miller’s PR agency, Delahaye, Marketing Analytics added brand mentions from news & other non-ad sources to existing marketing mix models. Based on fit and coefficient reasonableness, we concluded that putting PR in the models made sense. More importantly, the client learned that PR generated incremental sales more cost-effectively than some other marketing vehicles, including TV advertising.