Media reach – optimising touchpoints during the purchase journey

Philippe Jourdan and Luc Wise

This paper looks at how it is possible to redefine advertising strategies, media planning and marketing investments in the automobile sector.

Media reach – optimising touch points during the purchase journey

Philippe JourdanPanel On The Web, France

Luc WiseAgence V, France

INTRODUCTION

In a few years the number of communication supports has multiplied significantly. Nowadays, announcers benefit from a large offer that combines both the strengths of advertising mass communication (large media) and the advantages of a targeted action (outmedia). The launch of new products now involves communication plans with a constantly increasing part of the outmedia. That trend is partly explained by the saturation of the main advertising supports (especially TV in France) but above all by the...

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