Managing media planning and brand positioning across media platforms

Date of publication: May 7, 2009

Abstract:

A new tool, Touchpoint, uses co-branding theories to plan a media mix across platforms that best match the brand profile of an advertiser. This is done by matching the brand profile of the advertiser to that of a media vehicle through hundreds of characteristics in a two-dimensional map, developed from close to 50 000 interviews.Touchpoint is a new, complementary way to view media planning to deliver high ROI and ad effectiveness while at the same time positioning a brand in the mind of the consumer. The viewer receives a more interesting and adapted commercial message that is less likely to fall in with the rest of the commercial noise.

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