Delivering the dream: the IPA TouchPoints Initiative
Lynne RobinsonInstitute of Practitioners in Advertising (IPA), United Kingdom
Denise TurnerInsight and Effectiveness, MPG, United Kingdom
INTRODUCTION
The IPA TouchPoints Initiative has been one of the most talked about media research projects in recent years.
The Initiative has been led by the UK communication agencies through their trade body, the IPA. It has been specifically designed to address the increasingly consumer centric, multi-media communications future and the subsequent lack of consumer centric industry measurement tools.
The first TouchPoints Initiative was launched in two stages, the first in March 2006 and the...