Multi-channel campaigns that focus on a central brand theme deliver the best return on investment, according to a new report published by the IPA.
In its “New models of marketing effectiveness. From integration to orchestration” report, the IPA looked to identify what works in terms of integration and why.
Kate Cox, co-author of the report says the analysis aims to “put a stake in the ground” for the industry by defining ways of integrating marketing activity and assessing their effectiveness.
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