Detecting the effectiveness of integrated marketing

Kevin Ford and Jon Wilkins

Discusses the benefits of measuring the effectiveness of mixed-media campaigns, which may produce improvements in two ways: by extending reach (compared with TV or press only), and by synergy (or 2+2=5) if the campaign is integrated.

Detecting the effectiveness of integrated marketing

Jon Wilkins and Kevin Ford, RSL, look at the rising importance of the smaller media and the 'synergy' which can occur when they are combined with press or TV

Jon Wilkins and Kevin Ford

Expenditure across the main advertising media has increased steadily since the height of the recession around 1990. This expenditure continues to be dominated in absolute terms by TV and press advertising. However, the rate of growth of other media such as radio, cinema and sponsorship has consistently been double that achieved by TV and press in the same...

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