The Medium Is Part of the Message

Maria Christina Moya Schilling, Karin Wood and Alan Branthwaite

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe, Asia and Australia.

The Medium Is Part Of The Message

The Role Of Media For Shaping The Image Of A Brand

Alan Branthwaite Qualitative Research & Development Director, Millward Brown, United Kingdom.Karin Wood Senior Vice President, Qualitative Research, Millward Brown, United States. andMaria Christina Moya Schilling Gerente General, Cadem/Millward Brown, Chile.

MEDIA IN CONTEMPORARY LIFESTYLES

As many other papers at this conference will also have noted (no doubt), media diversity and use are expanding:

  • there are more media available, with the expansion of access to the internet, the growth in magazine publications, more TV channels as well...

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