Building cross-media norms - optimising communication channels against marketing objectives

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...

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