Abstract:

The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core questions of which contacts to use, and how to allocate brand's marketing investments beyond mass media and across the wide variety of contact choices. The Market ContactAudit© tool was developed to help answering those questions. A Procter & Gamble application of the MCA© to a concrete business problem illustrates how the tool is operated to improve marketing effectiveness and efficiency.