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.
Meul, Marijke (author), Van Middelaar, Corina E. (author), de Boer, Imke J.M. (author), Van Passel, Steven (author), Fremaut, Dirk (author), and Haesaert, Geert (author)
Format:
Journal article
Publication Date:
2014-11
Published:
Belgium: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 161 Document Number: D07816
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 141 Document Number: D06167
Notes:
Online from Scopus.com. Abstract of paper presented at joint conference of ESREL (European Safety and Reliability) and SRA-Europe (Society for Risk Analysis Europe)in Valencia, Spain, September 22-25, 2008. 1 page.
Mather, Damien W. (author), Knight, John G. (author), Insch, Andrea (author), Holdsworth, David K. (author), Ermen, David F. (author), and Breitbarth, Tim (author)
Format:
Journal article
Publication Date:
2012
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D06487
