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Research papers

Measuring and optimising the effectiveness of mixed media campaigns

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...

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
June 23, 2005
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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 17, 2024, from


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