This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers’ media usage. MAM allows to derive optimal media mixes that ...can be different for different types of media users. The authors provide a proof of concept by analyzing 46,852 responses to 92 beauty care advertising campaigns from 10,972 respondents from the Netherlands, Belgium, Finland, and Hungary and demonstrating the impact of consumers’ combined magazine, television, and Internet usage (i.e., how intensively they use media overall and the relative proportion of each individual medium) on their campaign-evoked brand interest, perceived brand equity, and purchase intention for advertised brands. The results suggest that different patterns of consumer media usage result in different responses to advertising campaigns.
One of the critical decisions in media planning is how to allocate advertising efforts across different media. While studies indicate that marketers can create positive synergy effects by spreading ...their effort across several media, there is little understanding of how much should be invested in each specific medium to optimize advertising results. In this study, we apply a novel methodology, mixture‐amount modeling, which allows advertisers to determine the optimal allocation of advertising effort across media as a function of the total advertising effort. Moreover, we test how the optimal allocation and the resulting response change for consumers with distinctive media usage patterns and varying degrees of product category experience. Based on these results, we quantify the potential synergy between media and calculate the synergistic capacity for specific target groups. We apply the model to data from 52 beauty care advertising campaigns that ran on TV and in magazines in the Netherlands and Belgium. We determine the optimal allocation of advertising investments (measured through Gross Rating Points) to maximize campaign recognition. Our findings support the existence of positive synergistic effects between magazine and TV advertising and illustrate that these effects depend on consumers' media usage and product category experience.
This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a ...programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).
The current study applied a "mixture-amount modeling" statistical approach -- used most often in biology, agriculture, and food science -- to measure the impact of advertising effort and allocation ...across different media. The authors of the current paper believe advertisers can use the mixture-amount model to detect optimal advertising-mix allocation changes as a function of their total advertising effort. The researchers demonstrated the use of the model by analyzing Belgian magazine and television data on 34 advertising campaigns for beauty-care brands. The goal is to help advertisers maximize desirable outcomes for campaign recognition and brand interest.
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