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

DOI10.1002/ASMB.2470MaRDI QIDQ6574629zbMATH OpenFDO

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

• scientific article; zbMATH DE number 1734442 (Why is no real title available?)
• Experimental Design for Formulation
• Generalized linear models and extensions

This page was built for publication: Using mixture-amount modeling to optimize the advertising media mix and quantify cross-media synergy for specific target groups

Report a bug (only for logged in users!)Click here to report a bug for this page (MaRDI item Q6574629)