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Research papers

Managing media planning and brand positioning across media platforms

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...

Catalogue: WM3 2009: Change Is In The Air...
Authors: Fredrik Nauckhoff, Per Asberg, Carl Hemmingsson
Company: Nepa
May 7, 2009