The role of advertising in consumer demand has received much attention in the marketing literature, where the marketing response model has emerged as a dominant analytical framework. In recent years, the basic model structure has evolved in three directions. Firstly, the incorporation of online paid, owned and earned media to accommodate the off-online path-to-purchase. Secondly, the introduction of consumer mindset metrics to capture the emotional foundations of brand-building. Finally, combinations of both to offer a complete view of the consumer purchase journey. In this paper, we argue that no one development successfully provides a fully holistic representation of the role of advertising. We thus propose a more comprehensive structural approach: one that combines search, paid, owned and earned media with a cointegrating mechanism for brand-building, linking mindset metrics directly to long-term base sales. The result is a practical modelling system for marketing mix practitioners with a rigorous economic and statistical foundation for short and long-term advertising effects. The proposed approach is applied to a global electronics manufacturer in the US market, where results fall into three broad areas. Firstly, we demonstrate how off and online marketing interact in the journey structure, the part played by search, owned and earned media and how specific media types play different roles. Secondly, we illustrate how consumer touchpoint experience is a key element of the process, improving measurement of in-store marketing. Finally, we show how consumer mindset metrics and social media play an important word-of-mouth role, with paid and earned media working together to drive long-term demand evolution.

广告在消费者需求中的作用在营销文献中受到了广泛关注，其中营销响应模型已成为主要的分析框架。近年来，基本模型结构向三个方向发展。首先，整合在线付费、自有和免费媒体以适应离线购买路径。其次，引入消费者心态指标来捕捉品牌建设的情感基础。最后，将两者结合起来提供消费者购买旅程的完整视图。在本文中，我们认为没有一种发展能够成功地提供广告角色的完整整体表现。因此，我们提出了一种更全面的结构方法：一种结合了搜索、付费、自有媒体和赢得媒体具有用于品牌建设的协整机制，将心态指标直接与长期基础销售联系起来。结果是为营销组合从业者提供了一个实用的建模系统，具有严格的经济和统计基础，可用于短期和长期的广告效果。建议的方法适用于美国市场的一家全球电子制造商，其结果分为三大领域。首先，我们展示了线下营销和在线营销如何在旅程结构中相互作用，搜索、自有媒体和赢得媒体所扮演的角色，以及特定媒体类型如何扮演不同的角色。其次，我们说明了消费者接触点体验如何成为流程的关键要素，从而改进店内营销的衡量标准。最后，