Research Implications of the "Beyond Advertising" Paradigm: A Model and Roadmap For Creating Value through All Media and Non-Media Touchpoints

This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.

Research Implications of the "Beyond Advertising" Paradigm: A Model and Roadmap For Creating Value through All Media and Non-Media Touchpoints

Yoram (Jerry) Wind and Catherine Findiesen Hays

The Wharton School, University of Pennsylvania

Editors' Note

"What if the most forward-thinking innovators from across disciplines and talents imagined what advertising and marketing could/should be, then provided steps to make it happen? What if all the forces of change now buffeting the advertising and marketing world came together to result in a far more desirable...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands