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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.

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Citation

den Boon, Bruin and van de Kamp (2005a, June 23). Measuring and optimising the effectiveness of mixed media campaigns. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/measuring-and-optimising-the-effectiveness-of-mixed-media-campaigns