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| Author: | Hallward, J. |
| Title: | "Make measurable what is not so": consumer mix modeling for the evolving media world |
| Journal: | Journal of Advertising Research
2008 : SEP, VOL 48:3 p.339-351 |
| Index terms: | advertising effectiveness marketing strategy advertising campaigns consumer behaviour brand choice |
| Freeterms: | consumer mix |
| Language: | eng |
| Abstract: | The study investigates the issues that have to be taken into consideration for proper media measurement. To be able to manage budgets efficiently, advertisers need the appropriate measures about how they are impacting the different brand objectives among the different targets. The study was made assessing the advertising needs to get consumer attention and creating a desire reaction. The study introduces consumer mix modelling to help make measurable what is not so. The findings reveal that there need to be a greater focus on attention levels and brand effects against the different brand objectives, across different segments to achieve better media planning. This can be achieved by means of consumer mix modelling. |
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