Communication index: a roadmap to understanding changing communication patterns

This paper describes the creative approach of the newly developed Communication Index (CI), which compares the diverse communication patterns of China and India and potential marketing applications.

Communication index: a roadmap to understanding changing communication patterns

Jun ZhangChief Operation Officer, Horizon Research Consultancy Group, China

Wei-cheng ChenEast Asian Research Manager, InterMedia Survey Institute, United States

Min Shen and Ying QinHorizonkey Information and Data Co., Ltd, China

INTRODUCTION

China and India are experiencing widespread social and economic changes brought about by rapid economic growth and their incorporation into the contemporary global system. The advent of modern communication and media technology has further accelerated this transformation and also has had an impact on the traditional communication systems of the two societies.

Based on recent...

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