Measuring and optimising the effectiveness of mixed media campaigns
Arie K. den Boon and Suzanne M.A. BruinDaphne Communication Management, Netherlands
Theo J.F. van de KampSara Lee International, Netherlands
INTRODUCTION
Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. The task is not easy, and some have said it to be downright impossible. One important reason is that an almost infinite number of factors contribute to advertising effects. So how can we separate effects of different media? Many studies have...