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 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...