Internet applications in the total media mix

Date of publication: June 14, 2004

Author: Simon Nudds

Abstract:

The paper demonstrates the contribution of the internet and its applications to advertisers' total media plans. The paper compares the potential strength of the internet, focussing on past campaigns that have been run using traditional media to cover hard to reach target groups. The paper introduces a new multi-media technique which can be used to measure the relative and combined effectiveness of different media channels - and is applicable to relatively new internet applications such as instant messengers and media players.

Simon Nudds

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Research Papers

Research Papers

  • PDF