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...