Mediamix for Brand Lift: Memorability of Advertising Communication Channels

Student: Gaichikov Vladislav

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2020

Considering widely-used marketing approach to advertising based on calculating the return on investment, there is still no definite information about the mediamix planning for Brand Lift - in particular, about its component “brand recall”, which, according to a number of studies mentioned in the paper, influences purchasing decisions, increases market share and other indicators, important for business performance. The practical value of this study is to identify the most relevant advertising tools in 2020 aimed at increasing brand recall, which can help corporations raise awareness among their audience about their products or services, allocating larger budgets for specific advertising channels in the process of strategic media planning.

Full text (added May 21, 2020)

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