Effectiveness: The impact of paid and digital owned media on sales

This article looks at how a US study points the way for marketers to learn to balance spend to optimise impact and sales by having the right mix of paid advertising and owned-platform interaction.

Effectiveness: The impact of paid and digital owned media on sales

Rob Jayson with Sheldon Levy, YingYing Chen, and Martin Paul BlockPublicis Media & Medill IMC Spiegel Research Center Northwestern University

A US study has found clear relationships...

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