The Multi-Screen Marketing

The effectiveness as a term was examined by academic researchers in the advertising field. However, the advancing form of the discipline implies that studies have been limited and number of major elements remain unsatisfactorily explored. The advertising generates data which examination could lead to improvement in the multi-screen marketing, and enable marketers to better understand and analyse results of specific campaigns. Mentioned issues are crucial components needed to develop and launch an effective digital campaign, however they stay underdeveloped. This book investigates the multi-screen marketing campaigns in order to examine their effectiveness in digital world. In-depth, individual interviews were conducted in order to gain detailed answers in relation to complex issues, representing the experts thinking process and logic. The purpose of this study is to indicate a number of contextual and conceptual insights into new digital advertising discipline and to investigate the effectiveness of multi-channel campaigns in order to deliver a point of reference for further studies to practitioners and scholars alike.