|
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]
|
|
|
DOI
|
|
|
|
10.2501/JAR-2015-025
|
|
|
Volume/pages
|
|
|
|
55
:4
(2015)
, p. 443-457
|
|
|
ISI
|
|
|
|
000366435900011
|
|
|
Full text (Publisher's DOI)
|
|
|
|
|
|
|
Full text (open access)
|
|
|
|
|
|