|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 Best Paper Award 2004/2005
|PDF version (download)|
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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.