Effective management of media mix, purchase intention and brand equity in business advertising campaigns

Every year, businesses spend a lot of money on their advertising campaigns, so it is very important to control their spending and guide them based on the objectives of the campaign. To manage the effectiveness of an advertising campaign, the three parameters of the media mix used in the campaign, the impact of the campaign on the purchase intention and the impact of the campaign on the brand value are considered. Each of these parameters includes several metrics and indicators that recognition and ranking and awareness of their position and management can help us in obtaining better results of advertising campaigns. The current research is practical and descriptive-surveillance method was used to collect data. The research started with library studies and a questionnaire was designed and distributed with the identified criteria, and then the resulting data were analyzed with Spss and Lisrel software and using the factor analysis technique and structural equation modeling. The findings of the research put social networks at the highest and social responsibilities at the lowest rank of mixed media. The measure of brand awareness has been assigned the highest rank in brand equity and initial purchase intention has been assigned the highest priority in purchase intention, which emphasizes the emphasis on attraction and purchase.

Effective management of media mix, purchase intention and brand equity in business advertising campaigns Keywords:

Media mix , brand equity , media , purchase intention , advertising campaign