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, Twoo (Massive Media)), Peter Goos (University of Antwerp, University of Leuven), Nathalie Dens (Antwerp Management School, University of Antwerp), Patrick de Pelsmacker (University of Antwerp, Ghent University)
| Year of publication: |
December 2015
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|---|---|
| Authors: | Aleksandrovs, Leonids ; Goos, Peter ; Dens, Nathalie ; Pelsmacker, Patrick de |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 55.2015, 4, p. 443-457
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| Subject: | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Werbeplanung | Advertising planning | Werbeträger | Advertising media | Belgien | Belgium |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2015-025 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011429184