The IPA TouchPoints initiative – creating the missing link
Lynne RobinsonInstitute of Practitioners in Advertising, United Kingdom
Jennie BeckRSMB Research, United Kingdom
Steve WilcoxTNS Media, United Kingdom
INTRODUCTION
The global media landscape is evolving at an unprecedented rate. New communication media are being launched on a continual basis, whilst traditional media are experiencing an explosion in the number of channels available, thus fragmenting their existing audiences. Consumers are now faced with an ever-increasing range of choice in what media they use, where they use it and in what time frame.
The need to understand this new landscape...