A great partnership - the right brand and the right medium

Noel Gladstone and Robert Passikoff

This paper presents an international study into how the right brand and the right media venue can produce increased sales, and how that can be measured.

A great partnership – the right brand and the right medium

Noel GladstoneMTV Networks Latin America, United States

Robert PassikoffBrand Keys, Inc, United States

PREFACE

The central goal of this study was to demonstrate that media entities provide value above and beyond purely their audience numbers and that value is both measureable and actionable. In other words, the value of media entities cannot be defined solely by their size of their audience and demographics; they are also uniquely differentiated by the quality of the experience they provide and their ability to enhance advertising effectiveness by association. Quality does...

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