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Original Research – “Neural Pathways: Sequencing” (more on How Advertising Works) – The ARF’s Stipp & Garcia-Garcia

The ARF’s researchers Garcia-Garcia and Stipp will unveil more insights on how to make advertising more effective from the ARF’s “How Advertising Works” project.

Does the sequence of platforms in a multi-media campaign matter? Should TV always be first?

Should the platform determine the campaign strategy, or should the strategy determine the platform?

“How Advertising Works” insights presented at ReThink showed the importance of Creative. The new data confirm that. The researchers will show how to optimize Creative on different platforms to increase impact.

For more information visit Audience Measurement.