Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest: How to Apply The "Mixture-Amount Modeling" Method to Cross-Platform Effectiveness Measurement

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.

Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest: How to Apply The “Mixture-Amount Modeling” Method to Cross-Platform Effectiveness Measurement

Leonids Aleksandrovs

University of Antwerp, Belgium

Peter Goos

University of Antwerp/University of Leuven

Nathalie Dens

Antwerp Management School, University of Antwerp

Patrick De Pelsmacker

University of Antwerp/Ghent University

MANAGEMENT SLANT

  • The authors found different optimal media-mix allocations for campaign recognition and brand interest.
  • On the basis of the mixture-amount model, advertisers can explore scenarios with different campaign weights and media allocations in a dynamic way, using the prediction profiler in JMP software.
  • Future research can apply the model to...

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