1 - 2 of 2
Number of results to display per page
Search Results
2. Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- de Pelsmacker, Patrick (author), Dens, Nathalie (author), Goos, Peter (author), and Aleksandrovs, Leonids (author)
- Format:
- Journal article
- Publication Date:
- 2015-12-01
- Published:
- United States: Advertising Research Foundation
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12451
- Journal Title:
- Journal of Marketing Research
- Journal Title Details:
- Vol. 55 Issue 4
- Notes:
- 15 pages, The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to 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.