Abstract:

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement that will result from advertising and communication efforts, in this case, based on a particular channel and program on which they are advertised. This approach permits more strategic and effective planning and execution that can turn traditional targets into actual paying customers. Most importantly, these assessments can be conducted before marketers spend their money!