Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising
Jennifer Taylor and Rachel Kennedy
Ehrenberg-Bass Institute for Marketing Science, University of South Australia
Colin McDonald
McDonald Research
Laurent Larguinat
Mars, Inc.
Yassine El Ouarzazi
Mars, Inc.
Nassim Haddad
Mars, Inc.
Management slant
- Television reach can still be vast. When online advertising is added to a typical television campaign much of the extra reach achieved is duplicated and could therefore be regarded as frequency across media.
- A single television exposure can nudge sales...