Use cross-media research to get more from your media mix
Straford Rodrigues
Not many people make a decision to buy a brand because of a single ad they saw on TV or on a website. As a result, not many marketing campaigns use a single medium to communicate brand messages. The most powerful communications campaigns combine a creative mix of multiple channels, whether online, offline or below-the-line.
But it has never been easy for advertisers to know whether they have got the mix right or understand how each different element of an integrated campaign works together to influence brand awareness,...