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!
Research Papers
The retail conversation
Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Authors: Robert Passikoff, Karen Tillson
Company: Brand Keys, Inc.
March 4, 2009
Research Papers
A great partnership
Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Robert Passikoff, Noel Gladstone
Companies: Viacom International Media Networks, Brand Keys, Inc.
June 1, 2008
Research Papers
Driving automotive sales: Audience medium valuation (AMV)
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Robert Passikoff, Charlene Weisler
 
September 19, 2004
