Multimedia and multi-channel effects

In answer to the question “Will we be able to measure and disentangle the effects of multimedia and multi-channel campaigns on brands in ten years time?” Paul Baker, managing director of Ohal (Europe’s largest econometric group), answers a resounding “Yes”.

Multimedia And Multi-Channel Effects

Paul Baker Ohal

The simple answer to the above question is 'Yes'. The reason is culture. I will discuss each of the key elements 'measure', 'disentangle', 'multi-media', 'multi-channel', 'brands' and 'ten...