Building cross-media norms – optimising communication channels against marketing objectives
William Havlena and Alexandre KallufDynamic Logic, United States
Robert CardarelliMillward Brown USA, United States
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...