Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups-Reference-Cited by-同舟云学术

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Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups

Published:2019-07-18 Issue:5 Volume:35 Page:1228-1252
ISSN:1524-1904
Container-title:Applied Stochastic Models in Business and Industry
language:en
Short-container-title:Appl Stochastic Models Bus Ind

Author:

Goos Peter¹²^ORCID,Dens Nathalie²,De Pelsmacker Patrick²,Aleksandrovs Leonids²

Affiliation:

1. Department of BiosystemsKU Leuven Heverlee Belgium

2. Faculty of Business and EconomicsUniversity of Antwerp Antwerp Belgium

Funder

Fonds Wetenschappelijk Onderzoek

Publisher

Wiley

Subject

Management Science and Operations Research,General Business, Management and Accounting,Modelling and Simulation

Link

https://onlinelibrary.wiley.com/doi/pdf/10.1002/asmb.2470

Reference68 articles.

1. Measuring marketing: McKinsey global survey results;Doctorow D;McKinsey Quarterly,2009

2. Audience Experiences of Media Context and Embedded Advertising: A Comparison of Eight Media

3. Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising

4. New Technologies Drive CPG Media Mix Optimization

5. Opening the black box: Understanding cross-media effects

Cited by 3 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Cross-Media Advertising in Times of Changing Media Environments and Media Consumption Patterns;Media and Change Management;2022

2. Bayesian I-optimal designs for choice experiments with mixtures;Chemometrics and Intelligent Laboratory Systems;2021-10

3. CORPORATE SOCIAL RESPONSIBILITY (CSR) REFLECTED IN ADVERTISEMENT ACTIVITES;DOKBAT 2019 - 15th International Bata Conference for Ph.D. Students and Young Researchers;2019

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