Media Mix Budget Allocation
DOI:
https://doi.org/10.46541/978-86-7233-428-9_431Keywords:
Marketing communications, Media mix, Media effectiveness, Budget allocationAbstract
An important topic within marketing communications management is related to media mix budget allocation. In addition to traditional approaches, the new circumstances in which there is the use of digital marketing and the availability of a significantly greater volume of data yielded new possibilities in approaching the topic. Furthermore, one should not neglect the privacy regulations affecting future data availability. In all those considerations, the emphasis on different media effectiveness and its measurement is crucial. In this paper, the authors present different approaches to media mix budget allocation. The secondary research is performed by analyzing scientific papers related to the topic.
Published
2024-07-01
How to Cite
Djokic, N., Milicevic, N., & Djokic, I. (2024). Media Mix Budget Allocation. International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management, 215-219. https://doi.org/10.46541/978-86-7233-428-9_431