Motivation to Media: Bridging the Gap between Research and Media Planning
Simon BarkerSynovate Censydiam UK and
Malcolm HunterVizeum
INTRODUCTION TO THE VIZEUM APPROACH
In a world where the consumer can increasingly control the communications dialogue with brands we can no longer force our way into his or her mind. The old method of trying to break through by bombarding them with pushy and non distinctive forms of communication and media will no longer do.
Therefore it is necessary to find new ways to be 'invited in'.
To be invited in we need to understand what motivates consumers at...