Publication
Title
Mixed-media modeling may help optimize campaign recognition and brand interest
Author
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.
Language
English
Source (journal)
Journal of advertising research / Advertising Research Foundation [New York] - New York, N.Y., 1960, currens
Publication
New York, N.Y. : 2015
ISSN
0021-8499
1740-1909 [online]
Volume/pages
55:4(2015), p. 443-457
ISI
000366435900011
Full text (Publisher's DOI)
Full text (open access)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 05.01.2016
Last edited 10.11.2017
To cite this reference