Measuring and optimising the effectiveness of mixed media campaigns

Arie K. den Boon, Suzanne M.A. Bruin and Theo J.F. van de Kamp

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found.

Measuring and optimising the effectiveness of mixed media campaigns

Arie K. den Boon and Suzanne M.A. BruinDaphne Communication Management, Netherlands

Theo J.F. van de KampSara Lee International, Netherlands

INTRODUCTION

Many have asked themselves how the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today