Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.
Advertising across Platforms: Conditions for Multimedia Campaigns - A Method for Determining Optimal Media Investment and Creative Strategies across Platforms
Jasper Snyder and Manuel Garcia-Garcia
Advertising Research Foundation
In the September issue of theJournal of Advertising Research