From Bus Tickets to Billboards

David Chantrey

Traditional tracking research, in which informants are asked whether they have seen advertising recently on TV, in the press, on posters etc., cannot cope with the proliferation of new media.

From Bus Tickets to Billboards

Traditional Tracking Models Fail to Account for the Effects of Newer Forms of Communication. This Article Shows How Millward Brown's New Approach Closes the Gap

David Chantrey

Most of us have given very little thought, when considering how our brands should be researched, to the increasingly large number of ways in which a brand owner can choose to communicate with consumers. Much has been said about media fragmentation more channels, stations and publications meaning either:

  • a brave new world in which individual consumers can be specifically targeted according to their lifestyle, interests and...

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