How do I combine campaign performance estimates for different media?

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work.

How do I combine campaign performance estimates for different media?

Andrew GreenZenithOptimedia

BACKGROUND

Media research around the world is primarily funded by media owners. Because they compete with each other for audiences and for advertiser budgets,...