Building cross-media norms - optimising communication channels against marketing objectives
William Havlena, Alexandre Kalluf and Robert Cardarelli
The paper collates the results of a multivariate analysis of approximately 50 cross media advertising effectiveness studies, representing about 74,000 respondents.
Building cross-media norms – optimising communication channels against marketing objectives
William Havlena and Alexandre KallufDynamic Logic, United States
Robert CardarelliMillward Brown USA, United States
BACKGROUND
Research on the comparative effects...