How consumers’ media usage creates synergy in advertising campaigns

Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Introduction

In media mix research, the concept of synergy has become increasingly important (Assael, 2011). Positive synergy is created when the combined use of two or more media results in a more positive outcome (e.g., higher sales) than single-media...

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