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...