A new framework for integration: New models of marketing effectiveness
Kate Cox, MPG Media ContactsJohn Crowther, PublicisTracy Hubbard, i to i researchDenise Turner, MPG Media Contacts
Contents
- Foreward, Executive Summary, Methodology and References
- The changing communications landscape
- Using multiple channels – the effectiveness debate
- Integration across the decade
- A new framework for integration
- Putting the models to the test
- Applying the models across sectors, budgets and objectives
- Managing integration now and in the future
We propose a segmentation of the IPA Databank based on the way the...