TITLE

Marketers score with integration

AUTHOR(S)
Riedman, Patricia; Johnson, Bradley
PUB. DATE
June 1999
SOURCE
Advertising Age;6/7/1999, Vol. 70 Issue 24, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the effort of marketers to utilize interactive marketing techniques which combine regular and Internet advertising, according to a report from Jupiter Communications. Jupiter found 75% of advertisers said they always or often integrate campaigns across media. Yet 70% said they are not using cross-media audience reporting or measurement and 57% said they never or infrequently compare online and offline media performance. Even marketers sense their shortcomings since 89% said they plan in 2000 to step up cross-media integration efforts, which involve everything from running consistent advertising creative to tracking performance across media and building the brand and sales across all media.
ACCESSION #
1911284

 

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