Platform optimization

Bellman, S., Potter, R.F., Robinson, J.A. and Varan, D. (2010) Platform optimization. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.

Abstract

This study was designed as the companion for study 28 and addresses the same question, but this time varies content to ideally suit each platform (integrated marketing communication). In effect, the combination of the two studies help tease out whether any dividends associated with multiplatform exposure, if they exist, are related to content vs. platform variables. Includes biometric measures.