Similar calculations through the chain of events from marketing actions -> attitudinal metrics -> sales conversion are performed for each of the four brands in the analyses. In Table 12, we offer model-based recommendations on changes in marketing mix decisions for promotions versus advertising, i.e. increasing (‘↑’), decreasing (‘↓’) or maintaining (‘--‘) with a view to increasing brand sales. As Table 12 shows, brands that followed the model-based recommendations on marketing mix decisions (as depicted in the column titled “agreement with model-based recommendation on marketing mix decisions”) performed better in terms of actual sales