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.

Measuring and optimising the effectiveness of mixed media campaigns

Arie K. den Boon and Suzanne M.A. BruinDaphne Communication Management, Netherlands

Theo J.F. van de KampSara Lee International, Netherlands

INTRODUCTION

Many have asked themselves how the...