Abstract:
The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communications future and the subsequent lack of consumer centric industry measurement tools. The TouchPoints databases are an extremely rich source of contextual planning data and can be used by agencies and media owners throughout the whole planning and negotiation process from initial discovery to post campaign analysis. Examples of the diverse range of applications for which the sponsors have used the data are provided.
Research Papers
The IPA touchpoints initiative
Catalogue: WM3 2009: Change Is In The Air...
Author: Lynne Robinson
 
May 7, 2009
Research Papers
The IPA touchpoints initiative
Catalogue: Worldwide Multi Media Measurement 2006
Authors: Lynne Robinson, Jennie Beck, Steve Wilcox
Company: KANTAR TNS Malaysia
June 4, 2006
