The Study about the Effect Measurement Method of Media Mix

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  • メディアミックスの効果測定法に関する研究
  • メディア ミックス ノ コウカ ソクテイホウ ニ カンスル ケンキュウ

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Media mix is a media strategy conducted multidirectionally for one content, such as using visual images and music. As one of the successful cases, Yo-Kai Watch and Pokemon (in Japanese games) are reported on the website of the education ministry. Although the effect measurement approach of the media mix is also suggested, very few previous researches have been conducted to measure the effect of the media mix in chronological order through individual media strategies. Thus, this study proposes the effective measurement approach (model) of the media mix in which the multiple linear regression analysis is conducted by holding the Yo-Kai Watch as an example and setting the number of sales of its game as an objective variable while setting the implementation status of the media mix strategy as an explanatory variable in chronological order. As the result of analyzing the sales data of Yo-Kai Watch game between July 2013 and July 2014 using this model, it was suggested that the media strategy was the most influential factor in its sales.

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