C-MEEs: Cross-Media Engagement Evaluations
Media proliferation, new technologies, consumer media sophistication and new consumption patterns are forcing marketers to rethink traditional models of audience measurement. Nowhere is this truer than in the area of cross-media consumption. This paper presents a cross-media engagement evaluation (C-MEE) process that can be applied to any combination of media platforms for any product or service. The results of this research respond to the very real need to understand real consumer behavior and allow marketers to assess the true synergies available in an increasingly multi-media world. written by Robert Passikoff, Ph.D. and Don E. Schultz, Ph.D.