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.
Research Papers
Standardising touchpoint analysis
Catalogue: Congress 2013: Think Big
Authors: Tang Ruihong, Caroline Ji
 
September 26, 2013
Research Papers
Eye tracking
Catalogue: WM3 2009: Change Is In The Air...
Author: Idalia Cruz Garza
 
May 7, 2009
