Connecting with consumers.
The right place and the right time

List of publications
Visual Description
Visual Description

Author(s): Neerja Wable, Shivkumar Moulee
Collection: WM3 - Worldwide Multi Media Measurement 2006
Keywords: Audience Research, Media Testing

ESOMAR Excellence Award Nominee - Best Paper 2005/2006
PDF Version
Display prices in :
EUR 15.00
Members: EUR 12.00

The dreaded 'f' word (fragmentation) and pressures on budgets are the only two irrefutable facts in today's uncertain world of marketing. This isn't news but there is a greater need than ever to clearly establish priorities of marketing investment.This paper outlines a new consumer-centric framework that addresses issues of channel planning and budget allocation by bridging the world of consumer and shopper to quantify the role and influence of each touchpoint along a consumer's journey to purchase; and measuring the impact of all potential brand touchpoints - from advertising to non-advertising, from traditional to digital media, from word of mouth to point-of-purchase.



Date of publication: 04.06.2006
ISBN: 92-831-0196-0
Order Code: S313_06_Moulee_Wable
Number of pages: 17

Shopping basket

Your basket is empty

Login to obtain special prices (members) and to download publications.

 Login  Send me my password

Not a member? Read more about membership benefits

For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Customer Service:
publications@esomar.org