RT Journal Article
SR Electronic
T1 Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 443
OP 457
DO 10.2501/JAR-2015-025
VO 55
IS 4
A1 Leonids Aleksandrovs
A1 Peter Goos
A1 Nathalie Dens
A1 Patrick de Pelsmacker
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/4/443.abstract
AB 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.