Measuring and understanding mixed marketing synergies

David Shiffman and Jo Esteban

Consumers who have seen a brand’s campaign on different media have a greater propensity to buy that brand than those only experiencing its marketing in one media channel, according to this article.

Measuring and understanding mixed marketing synergies

David Shiffman and Jo Esteban

People have never spent more time with a deeper mix of media than they do today. Time spent with media has proven to be elastic and the majority of media channels are still very much built around an advertiser-supported model.

Factor-in other marketing outlets, such as celebrity endorsements, sports and event sponsorship, in-store marketing and the increasing list of ambient and place-based advertising, and it's clear that the choices available for marketing companies, and their agencies, to reach and influence consumers has never been more plentiful.

This...

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