TY - JOUR T1 - Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest JF - Journal of Advertising Research JO - J Advert Res SP - 443 LP - 457 DO - 10.2501/JAR-2015-025 VL - 55 IS - 4 AU - Leonids Aleksandrovs AU - Peter Goos AU - Nathalie Dens AU - Patrick de Pelsmacker Y1 - 2015/12/01 UR - http://www.journalofadvertisingresearch.com/content/55/4/443.abstract N2 - 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. ER -