Abstract:
This paper presents an internationally validated study proving that the right brand and the right media venue produce increased sales and that it can be measured, before media is bought. This innovative approach examines two Latin American brands and the effects that can be gained when advertising on a medium that engages consumers, thus reinforcing the brands' values. In fact, marketers can predictively correlate media selection with increased levels of positive consumer behavior in the marketplace. Using this approach allows marketers and strategic planners to leverage real brand and media values to accurately identify optimum marketing and media opportunities. From a 21st century media Return-On-Investment perspective it allows the media to present their strengths (beyond appropriate demographics and audience size) as it pertains to offering increased levels of consumer engagement in the advertising and positive behavior in the marketplace. The model, called Brand-to-Media-Engagement (B2ME), allows marketers and planners to accurately measure the levels of engagement that will result from advertising efforts. This more strategic and effective planning approach turns traditional 'targets' into actual paying 'customers'. Most importantly, these assessments can be conducted before marketers spend their money, a win-win for all parties!
This could also be of interest:
Videos
Paragon partnership with Save the Children UK
Catalogue: Congress 2017: Visionary
Author: Alexis Nestour
 
October 26, 2017
Research Papers
Great expectations
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Thomas F. Delaney
 
June 15, 1992
Research Papers
A small rock holds back a great wave
Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Judith Passingham
Company: KANTAR TNS Malaysia
September 15, 2010
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)