|Author(s): Fiona Blades, Kathryn Parsons
Collection: WM3 - Worldwide Multi Media Measurement 2007
Keywords: Media Testing, Mobile /Cell Phone Research
ESOMAR Best Paper Award 2006/2007
|PDF version (download)|
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Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new holistic approach can bring to them in delivering a rich understanding of how consumers interact with multiple brand touchpoints, together with ROI measures designed to drive the business.