Given the array of media choices available today, the quest for marketing effectiveness grows more complicated each day.  However, there is emerging research that is beginning to shed light on general principles around marketing mix and its long term benefits.  Nielsen Analytic Consulting recently published a report based on the review of their global clients and offered some guidance for nonprofit marketing efforts.

This article gives more information on how:
- Greater ROI can be achieved through mix adjustment
- Digital efforts have significant short-term impact
- Traditional marketing efforts support longer-term efforts

More: http://philanthropyjournal.org/resources/marketingcommunications/mix-messages-increased-roi