It seems that more and more stories are popping up about the value of multimedia, multi-channel advertising strategies. The most recent was a study by Integrated Media Measurement which found, not surprisingly given both the source and the topic being studied, that advertising on more than one media platform increased the effectiveness of the campaign [...]
As detailed in a new study by Yankelovich in association with Sequent Partners, traditional media delivers a significantly more positive impression on consumers than digital media. The study, entitled “When Advertising Works” was released yesterday and tested people’s reactions to various advertisements across 16 media channels. The traditional media, which included TV, billboards, magazines, newspapers, [...]