Effective communications campaigns combine a creative mix of multiple channels, but it is difficult for advertisers to know whether they have got the mix right or understand how each element of an integrated campaign works to influence brand awareness, loyalty or sales.
Use cross-media research to get more from your media mix
Straford Rodrigues
Not many people make a decision to buy a brand because of a single ad they saw on TV or on a website. As a result, not many marketing campaigns use a single medium to communicate...
