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Managing media planning and brand positioning across media platforms

Date of publication: May 7, 2009

Catalogue: WM3 2009: Change Is In The Air...

Company: Nepa

Authors: Fredrik Nauckhoff, Per Asberg, Carl Hemmingsson

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.

Fredrik Nauckhoff

Author

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Per Asberg

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Carl Hemmingsson

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Nauckhoff, Asberg and Hemmingsson (2009a, May 07). Managing media planning and brand positioning across media platforms. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/fourth-generation-media-planning-systems