Fauquet-Alekhine, Philippe (author) and Fauquet-Alekhine-Pavlovskaia, Elene (author)
Format:
Paper
Publication Date:
2011-08
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 183 Document Number: D00072
Notes:
Paper prepared for presentation at the European Association of Agricultural Economists 2011 Congress, Zurich, Switzerland, August 30-September 2, 2011. Via AgEcon Search. 12 pages.
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.
