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 of advertising media has focused historically on the persuasiveness of traditional media, particularly in isolation (Wright, 1974; Liu and Stout, 19871; Stafford and Day2). Advertising as a marketing tool has evolved from mass media communication vehicles, such as TV, print, and radio, that were expected to “build and maintain awareness of a brand or product in the consumer's mind, communicate product benefits, and reflect...

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