MPA asked Marketing Evolution to update learning on their 2006 analysis of 20 cross-media accountability studies. Marketing Evolution added 18 additional cross-media accountability studies and went beyond analyzing effects to focus on return on investment (ROI).
iProspect's Search Engine Marketing Integration Study finds techniques and practices employed by search engine marketers do not always take advantage of the offline behaviors of search engine users.
This academic study finds that consumers find that print ads are seen as least annoying, whereas advertising in broadcast media is seen as most annoying.
This study is important due to its methodology for it enables retail marketers to fine-tune their media strategies. It provides “a research framework to evaluate the extent to which advertising exposure correlates with changes in retail store visit behavior."
This research uses an econometric analysis to assess the correlations between the media choices and overall business results. Printed mass media advertising showed greater impact than broadcast advertising.
This study bears out the adage that “the medium is the message,” – it is compelling contextual cues that influence consumers’ perceptions of the advertising message.
A look at the long-term effectiveness of multimedia advertising for the two major competitors in the American sports utility vehicle industry. Magazine advertising was more effective than network TV advertising for both brands in the long-term.
