Real-Time Campaign Evaluation
Arie den Boon
Now that television seems likely to become less effective – and the same holds for almost all other media – what can marketing managers do to get the best out of their marketing budgets? They plunge into the media synergy field and use more media in their campaigns. But what they get is not clear until the campaign is over: a good or bad surprise. Their task is difficult and there is almost no research that can help them to take tough decisions. Media buying is based on audience research and past experience, but...