Research Summaries

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.

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

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.

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).

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.

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.

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."

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

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

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.

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-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.

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