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メディアミックスとは,一つのコンテンツに対して映像や音楽など多方面に広報戦略を行うことで あり,妖怪ウォッチやポケモンはこの成功事例として文部科学省サイトで報告されている.メディア ミックスの効果測定手法についても提案されているが,メディアミックスの効果を時系列に実施され た個々のメディア戦略単位で測定する先行研究は殆ど無いため,本研究では,妖怪ウォッチを題材と して,ゲームの販売本数を目的変数に設定し,さらにメディアミックス戦略の実施状況を時系列の説 明変数として設定して重回帰分析を行うメディアミックスの効果測定法(モデル)について提案する. 本モデルを用いて2013 年7 月~2014 年7 月における妖怪ウォッチのゲーム販売データを分析した結 果,販売本数に最も影響を与えていたメディア戦略についての示唆を得ることができた. Media mix is a media strategy conducted multidirectionaly 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 efect measurement approach of the media mix is also suggested, very few previous researches have been conducted to measure the efect of the media mix in chronological order through individual media strategies. Thus, this study proposes the efective 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 seting the number of sales of its game as an objective variable while seting 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. 情報知識学会誌 2016 Vol. 26, No.2

The Study about the Effect Measurement Method of Media Mix