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

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

Editors' Note

In the September issue of the Journal of Advertising Research, the Advertising Research Foundation (ARF) introduced its "How Advertising Works" research initiative(Stipp, 2016), which combines original experiments with outside research. The goal: to offer practical guidance for improving advertising effectiveness - and the return on investment (ROI) for marketing spend - in...

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