Title
Mixed-media modeling may help optimize campaign recognition and brand interestMixed-media modeling may help optimize campaign recognition and brand interest
Author
Faculty/Department
Faculty of Applied Economics
Research group
Marketing
Engineering Management
Publication type
article
Publication
New York, N.Y.,
Subject
Economics
Mass communications
Source (journal)
Journal of advertising research / Advertising Research Foundation [New York] - New York, N.Y., 1960, currens
Volume/pages
55(2015):4, p. 443-457
ISSN
0021-8499
ISI
000366435900011
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
The current study applied a mixture-amount modeling statistical approachused most often in biology, agriculture, and food scienceto measure the impact of advertising effort and allocation across different media. The authors of the current paper believe advertisers can use the mixture-amount model to detect optimal advertising-mix allocation changes as a function of their total advertising effort. The researchers demonstrated the use of the model by analyzing Belgian magazine and television data on 34 advertising campaigns for beauty-care brands. The goal is to help advertisers maximize desirable outcomes for campaign recognition and brand interest.
Full text (open access)
https://repository.uantwerpen.be/docman/irua/368f93/129926.pdf
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