A case of corporate communication through media synergy
Carlo Fornaro and Matteo Cardani
This paper presents a case study illustrating an interesting example of cross-media synergy measurement applied to a corporate communication campaign by Telecom Italia, where advertising content and conversations with people merge in an original way.
A case of corporate communication through media synergy
Carlotta Ventura
Telecom Italia Group, Italy
Matteo Cardani
Mediaedge:cia, Italy
INTRODUCTION: A LEARNING EXPERIENCE IN EXPLORATION AND DEEPER UNDERSTANDING OF CROSS MEDIA OPPORTUNITIES
The present case...
