Back

Measuring and optimising the effectiveness of mixed media campaigns

Date of publication: June 23, 2005

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Arie K. den Boon, Suzanne M.A. Bruin, Theo J.F. van de Kamp

Abstract:

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.

Arie K. den Boon

Author

This is a long description of some author details.

Suzanne M.A. Bruin

Author

This is a long description of some author details.

Theo J.F. van de Kamp

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Media mix and advertising effectiveness

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Rolf Speetzen

 

June 15, 1990

×

Citation

Speetzen, R. (1990a, June 15). Media mix and advertising effectiveness. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/media-mix-and-advertising-effectiveness


Research Papers

Measuring and predicting sales effectiveness of advertisements

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Authors: Uwe Johannsen, Heinz Alpers, Paul Howard Berent

 

April 1, 1965

×

Citation

Johannsen, Alpers and Berent (1965a, April 01). Measuring and predicting sales effectiveness of advertisements . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/measuring-and-predicting-sales-effectiveness-of-advertisements-


Research Papers

Optimising the effect of hybrid marketing campaigns

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Authors: Jeroen Rietberg, Meta Menkveld

 

June 12, 2002

×

Citation

Rietberg and Menkveld (2002a, June 12). Optimising the effect of hybrid marketing campaigns. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/optimising-the-effect-of-hybrid-marketing-campaigns


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

den Boon, Bruin and van de Kamp (2005a, June 23). Measuring and optimising the effectiveness of mixed media campaigns. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/optimising-the-effect-of-hybrid-marketing-campaigns