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

DOI10.1002/ASMB.2470MaRDI QIDQ6574629FDOQ6574629

Authors: P. Goos, Nathalie Dens, Patrick De Pelsmacker, Leonids Aleksandrovs 

Publication date: 18 July 2024

Published in: Applied Stochastic Models in Business and Industry (Search for Journal in Brave)

zbMATH Keywords

advertisingpredictive modelingmixture-amount modelcross-media investmentsmedia mixmedia synergy

Mathematics Subject Classification ID

Statistics (62-XX)

Cites Work

• Title not available (Why is that?)
• Experimental Design for Formulation
• Generalized linear models and extensions

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