Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising

Cross-media campaigns are becoming a norm, yet there is a lack of knowledge on how they impact sales.

Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising

Jennifer Taylor and Rachel Kennedy

Ehrenberg-Bass Institute for Marketing Science, University of South Australia

Colin McDonald

McDonald Research

Laurent Larguinat

Mars, Inc.

Yassine El Ouarzazi

Mars, Inc.

Nassim Haddad

Mars, Inc.

Management slant

  • Television reach can still be vast. When online advertising is added to a typical television campaign much of the extra reach achieved is duplicated and could therefore be regarded as frequency across media.
  • A single television exposure can nudge sales...

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