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Research Summaries


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  • Enough is Enough! The Fine Line in Executing Multichannel Relational Communications
    From 2011 - added on August, 16th 2011

    This study examined the ideal level, mix, and alignment of multichannel personalized communications (telephone, email, direct mail) between a business and its customers. An indirect finding of interest: researchers were surprised to find that direct mail proved to be such an effective communication method.

  • Small and Medium Business Owners Summary Report
    From 2011 - added on June, 10th 2011

    SMB owners deem advertising (43%), email (38%), and direct mail (36%) are deemed to be proven most effective with response rates, purchases, and more.

  • Cross-Channel Commerce: The Consumer View
    From 2010 - added on April, 8th 2010

    ATG's report, "Cross-Channel Commerce: The Consumer View," examines the essential role that multichannels -- print, online, in-store, and newly emerging channels, such as mobile and social media -- play in the consumer research and purchase experience.

  • Measuring Media Effectiveness: Assessing Media ROI throughout the Purchase Funnel
    From 2008 - added on December, 1st 2008

    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).

  • Audience Experiences of Media Context and Embedded Advertising: A Comparison of Eight Media
    From 2006 - added on January, 31st 2008

    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.

  • iProspect Offline Channel Influence on Online Search Behavior Study
    From 2007 - added on November, 1st 2007

    Nearly 40% of consumers who perform online searches for more information report being influenced by offline channels and this influence ultimately results in a purchase.

  • Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study
    From 2004 - added on September, 26th 2007

    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."

  • The Influence of Media on Advertising Effectiveness: A Comparison of Internet, Posters, and Radio
    From 2005 - added on September, 25th 2007

    This classic academic study finds few significant differences in advertising effectiveness regarding printed matter (out of home posters) and Internet media.

  • Local Advertising Decision Makers' Perceptions of Media Effectiveness and Substitutability
    From 2005 - added on September, 21st 2007

    The fight for local media advertising is between newspapers and radio foremost, and then between direct mail, Yellow Pages, and cable TV.

  • Benchmarking Advertising Efficiency
    From 2001 - added on July, 18th 2007

    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.

  • The Medium as a Contextual Cue
    From 2005 - added on July, 14th 2007

    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-Run Effectiveness of Multimedia Advertising and its Implications for Budget Allocation Decisions
    From 2005 - added on June, 25th 2007

    A look at the long-term effectiveness of multimedia advertising for two major competitors in the American sports utility vehicle industry. The study found that, in the long-term, magazine advertising was more effective than network TV advertising for both brands.

  • Predictors of Advertising Avoidance in Print and Broadcast Media
    From 1997 - added on June, 25th 2007

    Advertising in broadcast media is more likely to be avoided than print advertising.