Abstract:

The present case study illustrates an interesting example of cross-media synergy measurement applied to a corporate communication campaign by Telecom Italia, where advertising content and conversation with people merge in an original way. The advertising campaign was made in the form of an invitation for people to participate in a conversation on different themes (environment, peace, international politics, society, etc.) on an ad hoc website.We have experimented with multi media planning using TV as a supprting media and then a system of "mirror frames" between Print and Internet that gave visibility to the comments posted by website.In view of the original synergy between communication and conversation, measurement was a critical piece of the project.