Winner of the Great Mind Award for the Best Paper published in the Journal of Advertising Research in 2011, Henry Assael presents his comprehensive study on cross-media research. This presentation will review the literature in cross-media research, both in the Journal of Advertising Research since its inception 50 years ago and in other key marketing journals, and will focus on the following areas:

• The state of media and cross-media research prior to the advent of the Internet
• The focus on an intra-media or silo approach during this period
• The transformation of media research to a more integrative inter-media focus, and the resultant emphasis on media synergies (defined as the joint impact of multiple media that exceed the total of their individual parts) 
• The importance of utilizing sales and ROI criteria to provide allocation guidelines in cross-media planning
• Measurement issues and future directions for cross-media research.

Presented by:
Henry Assael – Professor of Marketing, New York University

All too often, companies make important business decisions with an incomplete picture and fail to understand the critical nature of sample representativeness, confidence intervals and what they mean, and more. During this webinar, attendees will view research-on-research conducted using the Toluna Global Omnibus powered by revolutionary SmartSelect™ methodology, and will leave with a better understanding of how this revolutionary method for selecting respondents can help ensure data reliability and expand the possible universe of survey respondents. Attendees will also get a tutorial on confidence intervals and how they can be used most effectively without over-spending on respondent sample.

Presented by: John Bremer, Chief Research Officer, Toluna

ARF Members: FREE
Non-members: $199.00