Using multiple channels - the effectiveness debate: New models of marketing effectiveness

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, asks two questions: How fit for purpose is the IPA Databank as a basis for examining the evolution in communications integration and how has the use of channels moved on since the previous Datamine report, Marketing in the Era of Accountability? It explores how these two factors have impacted on the entries to the IPA Effectiveness Awards, and also looks at effective combinations of channels.

Using multiple channels – the effectiveness debate: New models of marketing effectiveness

Kate Cox, MPG Media ContactsJohn Crowther, PublicisTracy Hubbard, i to i researchDenise Turner, MPG Media Contacts

Contents

  1. Foreward, Executive Summary, Methodology and References
  2. The changing communications landscape
  3. Using multiple channels – the effectiveness debate
  4. Integration across the decade
  5. A new framework for integration
  6. Putting the models to the test
  7. Applying the models across sectors, budgets and objectives
  8. Managing integration now and in the future

The previous chapter set the scene for this Datamine 3 project....

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