You know something is going wrong when marketers believe they are delivering integrated campaigns, yet consumers are not seeing it that way. In Kantar Millward Brown’s recently released “AdReaction: The art of integration” it was reported that while 89% of marketers surveyed believed their campaigns are well integrated across channels, just 58% of consumers agreed – a fact that severely hampers brand effectiveness. The AdReaction study examines multichannel advertising campaigns on a global scale and provides a benchmark for marketers to ensure they’re making the best use of the plethora of platforms available to them by producing advertising campaigns that are consistent and effective in the eyes of consumers.
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