Marketers have become increasingly aware of the implications of a changing media landscape. For example, continuing media fragmentation means that a more complex array of media plans are possible. Given that some media plans will be much more successful than others at engaging with consumers and delivering marketing profitability, marketers want to know how
to increase the odds of finding the optimal media mix to achieve marketing success. This study compares media contributions from different channels in the drive to purchase.
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Measuring Media Effectiveness
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