Objectives: Integrated communications research

 

The demand for uniform and comparable media usage data is becoming increasingly greater as technologies become more advanced and individual media overlap to an increasing degree. Current media researc ...

This paper describes research undertaken to answer the questions “What is the branding effect of search advertising and how does it compare with other media?”. It is based on the measurement of the im ...

Marketers and advertisers are increasingly attentive to measurement, whether it be increasing market share, boosting the bottom line, or building brand equity. This article is based on a round-table d ...

This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument. The four dimensions not only encompass import ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view. Using the Account Planning Group’s book ‘The ...

Tom Woodnutt and Fiona Jack, Green Light International, discuss the future of TV advertising in an era when consumers seem to resent advertisements and have the means to avoid them (the empowered cyni ...

In this introduction to Admap’s focus on Channel Planning, Roderick White pulls together the (recent) developments in communications planning, such as the neutral media mix, integrated communications, ...