This study investigated a possible solution to the challenge of cross-platform advertising measurement. Opinions of advertising experts (agencies, media, clients, researchers, and scholars) in the form of personal interviews (N = 37) informed potential effectiveness of the impression as a cross-platform measure of advertising delivery. Participants agreed that impression measurement could provide a solution to cross-platform measurement cha llenges. They also identified eight obstacles to adoption of impression-based measurement along with seven additional considerations for media measurement. Finally, an Advertising Process Model is proposed to organize and analyze the concepts.
Assael, H. (2011). From Silos to Synergy. Journal of Advertising Research, 51, 42-58. https://doi.org/10.2501/JAR-51-1-042-058
Baehr, K. J. (2005). Converged Media Ratings: Towards a New Method of Measuring Media Use (Doctoral Dissertation). Retrieved from ProQuest.
Barnard, C. (1938). The Functions of the Executive. Harvard University Press.
Barnett, J., Vasileiou, K., Thorpe, S., & Young, T. (2015). Justifying the Adequacy of Samples in Qualitative Interview-Based Studies: Differences between and within Journals, Symposium: “Quality in Qualitative Research and Enduring Problematics”. http://www.bath.ac.uk/sps/events/Documents/27_jan_2015_slides/julie_barnett.pdf
Chang, Y., & Thorson, E. (2004). Television and Web Advertising Synergies. Journal of Advertising, 33, 75-84. https://doi.org/10.1080/00913367.2004.10639161
Christian, R. C., & Ochs, M. B. (1966). Audience Measurement Concepts for Industrial Publications. Journal of Marketing, 30, 59-61. https://doi.org/10.1177/002224296603000113
Colapinto, C., & Porlezza, C. (2012). Innovation in Creative Industries: From the Quadruple Helix Model to the Systems Theory. Journal of the Knowledge Economy, 3, 343-353. https://doi.org/10.1007/s13132-011-0051-x
Coyne, I. T. (1997). Sampling in Qualitative Research. Purposeful and Theoretical Sampling; Merging or Clear Boundaries? Journal of Advanced Nursing, 26, 623-630. https://doi.org/10.1046/j.1365-2648.1997.t01-25-00999.x
Cresswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (3rd ed.). Thousand Oaks, Sage Publications.
Creswell, J. W. (2012). Qualitative Inquiry and Research Design: Choosing among Five Approaches. Thousand Oaks, Sage Publications.
Cummings, H., Long, L., & Lewis, H. (1987). Managing Communication in Organizations: An Introduction (2nd ed.). Gorsuch-Scarisbrick, Publishers.
Faber, R., Duff, B., & Nan, X. (2012). Coloring outside the Lines: Suggestions for Making Advertising Theory More Meaningful. In S. Rodgers, & E. Thorson (Eds.), Advertising Theory (pp. 18-32). Routledge.
Farace, R., Monge, P., & Russell, H. (1977). Communicating and Organizing. Addison-Wesley.
Franz, G. (2000). The Future of Multimedia Research. International Journal of Market Research, 42, 459-472. https://doi.org/10.1177/147078530004200407
Goulding, C. (2005). Grounded Theory, Ethnography and Phenomenology: A Comparative Analysis of Three Qualitative Strategies for Marketing Research. European Journal of Marketing, 39, 294-308. https://doi.org/10.1108/03090560510581782
Guest, G., Bunce, A., & Johnson, L. (2006). How Many Interviews Are Enough? An Experiment with Data Saturation and Variability. Field Methods, 18, 59-82. https://doi.org/10.1177/1525822X05279903
Hazleton, V. (1992). Toward a Systems Theory of Public Relations. In Ist Public Relations eine Wissenschaft? (pp. 33-45). VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-322-85772-9_3
Katz, D., & Kahn, R. L. (1978). The Social Psychology of Organizations. John Wiley & Sons.
Kelly, K. T. (2007). Ockham’s Razor, Empirical Complexity, and Truth-Finding Efficiency. Theoretical Computer Science, 383, 270-289. https://doi.org/10.1016/j.tcs.2007.04.009
Kerr, G., & Schultz, D. (2010). Maintenance Person or Architect? The Role of Academic Advertising Research in Building Better Understanding. International Journal of Advertising, 29, 547-568. https://doi.org/10.2501/S0265048710201348
Kim, K., Hayes, J. L., Avant, J. A., & Reid, L. N. (2014). Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010. Journal of Advertising, 43, 296-316. https://doi.org/10.1080/00913367.2013.857620
Laroche, M., Kiani, I., Economakis, N., & Richard, M. O. (2013). Effects of Multi-Channel Marketing on Consumers’ Online Search Behavior. Journal of Advertising Research, 53, 431-443. https://doi.org/10.2501/JAR-53-4-431-443
Laszlo, E. (1972). The Systems View of the World: The Natural Philosophy of the New Developments in the Sciences. George Braziller.
Leischow, S. J., & Milstein, B. (2006). Systems Thinking and Modeling for Public Health Practice. American Journal of Public Health, 96, 403-405. https://doi.org/10.2105/AJPH.2005.082842
Long, L. W., & Hazelton, V. (1987). Public Relations: A Theoretical and Practical Response. Public Relations Review, 13, 3-13. https://doi.org/10.1016/S0363-8111(87)80034-6
March, J., & Simon, H. (1958). Organizations. John Wiley.
Mason, M. (2010). Sample Size and Saturation in PhD Studies Using Qualitative Interviews. In Forum Qualitative Sozialforschung/Forum: Qualitative Social Research, 11(3). http://www.qualitative-research.net/index.php/fqs/article/view/1428/3027
McDonald, S. (2008). The Long Tail and Its Implications for Media Audience Measurement. Journal of Advertising Research, 48, 313-319. https://doi.org/10.2501/S0021849908080379
Nan, X., & Faber, R. (2004). Advertising Theory: Reconceptualizing the Building Blocks. Marketing Theory, 4, 7-30. https://doi.org/10.1177/1470593104044085
Patton, M. Q. (2002). Qualitative Research and Evaluation Methods (3rd ed.). Thousand Oaks, Sage Publications.
Reinold, T., & Tropp, J. (2012). Integrated Marketing Communications: How Can We Measure Its Effectiveness? Journal of Marketing Communications, 18, 113-132. https://doi.org/10.1080/13527266.2010.489334
Rodgers, S., & Thorson, E. (2012). Advertising Theory. Routledge. https://doi.org/10.4324/9780203149546
Romaniuk, J., Beal, V., & Uncles, M. (2013). Achieving Reach in a Multi-Media Environment: How a Marketer’s First Step Provides the Direction for the Second. Journal of Advertising Research, 52, 221-230. https://doi.org/10.2501/JAR-53-2-221-230
Schultz, D. E., Block, M., & Raman, K. (2009). Media Synergy Comes of Age—Part I. Journal of Direct, Data and Digital Marketing Practice, 11, 3-19. https://doi.org/10.1057/dddmp.2009.13
Smallwood, E. E. (1992). Perceptions and Resources: A Test of the Public Relations Process Model. Unpublished Master’s Thesis, Illinois State University.
Smallwood, E. E. (2018). Advertising Impression Measurement: An Evaluation of Cross-Platform Advertising Delivery (Publication No. 10784581). Doctoral Dissertation, Regent University, ProQuest Dissertations and Theses Global.
Smit, E. G., & Neijens, P. C. (2011). The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth. Journal of Advertising Research, 51, 124-135. https://doi.org/10.2501/JAR-51-1-124-135
Stern, B. B. (1994). A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient. Journal of Advertising, 23, 5-15. https://doi.org/10.1080/00913367.1994.10673438
Taylor, J., Kennedy, R., McDonald, C., Larguinat, L., El Ouarzazi, Y., & Haddad, N. (2013). Is the Multi-Platform Ehole More Powerful than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising. Journal of Advertising Research, 52, 200-211. https://doi.org/10.2501/JAR-53-2-200-211
Tuggle, M. N. (2014). Exploring the Role of Self-Directed Learning in Sales Professionals: A Qualitative Study. Regent University.
Vakratsas, D., & Ambler, T. (1999). How Advertising Works: What do We Really Know? The Journal of Marketing, 63, 26-43. https://doi.org/10.1177/002224299906300103
Varan, D., Murphy, J., Hofacker, C. F., Robinson, J. A., Potter, R. F., & Bellman, S. (2013). What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? Journal of Advertising Research, 53, 212-220. https://doi.org/10.2501/JAR-53-2-212-220
Viljakainen, A. (2013). Show Me the Money! The Quest for an Intermedia Currency in the Nordic Countries. Journal of Media Business Studies, 10, 41-63. https://doi.org/10.1080/16522354.2013.11073567
Von Bertalanffy, L. (1972). The History and Status of General Systems Theory. Academy of Management Journal, 15, 407-426. https://doi.org/10.2307/255139
Voorveld, H. A., Neijens, P. C., & Smit, E. G. (2011). Opening the Black Box: Understanding Cross-Media Effects. Journal of Marketing Communications, 17, 69-85. https://doi.org/10.1080/13527260903160460
WFA (2008). Blueprint for Consumer-Centric Holistic Measurement. World Federation of Advertisers. http://www.wfanet.org/media/pdf/Blueprint_English_June_2008.pdf