Using mixture-amount modeling to optimize the advertising media mix and quantify cross-media synergy for specific target groups (Q6574629)
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scientific article; zbMATH DE number 7883153
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| English | Using mixture-amount modeling to optimize the advertising media mix and quantify cross-media synergy for specific target groups |
scientific article; zbMATH DE number 7883153 |
Statements
Using mixture-amount modeling to optimize the advertising media mix and quantify cross-media synergy for specific target groups (English)
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18 July 2024
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advertising
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cross-media investments
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media mix
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media synergy
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mixture-amount model
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predictive modeling
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