How brand interest mediates the relationship between cross-media investments and word-of-mouth and purchase intention

Consumers’ media usage patterns interact with the advertising media mix to affect brand interest and, purchase and word-of-mouth intention.

This chapter explains the use of mixture-amount modelling, a novel methodology in marketing research, to analyse the impact of advertising effort and allocation of this effort across magazines and television on purchase and word-of-mouth intention and to test the mediating role of brand interest and the moderating role of consumers’ media usage.

It uses illustrative data from 52 beauty care product advertising campaigns that ran in the Netherlands and Belgium, we illustrate mixture-amount modelling.

It also shows how to quantify the synergy or cannibalization between magazine and television advertising.

It shows how the optimal media mix differs depending on total advertising investment and consumers’ media usage patterns.

The chapter shows that positive and negative synergistic effects differ for different advertising budgets and media usage patterns.