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Global Market Research 2011
Global Market research 2011 is the 23rd annual industry study undertaken by ESOMAR. Providing a comprehensive and authoritive view on the state of the market. Available now in the Publications Store
Measuring and optimising the effectiveness of mixed media campaigns
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Author(s): Arie Boon, Suzanne M.A. Bruin, Theo J.F. van de Kamp Collection: WAM - Worldwide Audience Measurement 2005 - Cross Media and Television Keywords: Advertising Research  ESOMAR Excellence Award Nominee - Best Paper 2004/2005 |
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| EUR 15.00 Members: EUR 12.00 |  |
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. This paper suggests some solutions for these problems through Strategic Communication Management. This new paradigm for advertising research changes our view on what we want to know and when and how to use it for our running campaigns.
Date of publication: 23.06.2005
ISBN: 92 831 1382 9
Order Code: S302-04
Number of pages: 30
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This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
For further information about publications contact ESOMAR Customer Service:
publications@esomar.org
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