Cross Media Synergy

Mi hui Pak

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of cross media synergy.

Cross Media Synergy

Mi hui Pak

With increasing media fragmentation, measuring the impact of cross-platform media remains a significant challenge. In his review of the past 50 years of published cross media research, Professor Henry Assael (2011) notes that "the promise of linking cross-media effects to sales and ROI has yet to be realized." He explains that it would be ideal to have single-source systems that can measure multi-media exposure and purchase behavior of the same respondent; however, the data burden placed on respondents makes such systems difficult to implement.

On Feb. 15, 2012, the ARF, ANA, 4As, and CIMM...

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