Out with the old research, in with the new
Claire Spencer, i to i research withPaul Baines, Cranfield School of Management
Integrated media measurement requires new research methods attuned to the theatre of modern brand communication.
What do De Beers, Johnny Walker and Honda have in common? They are all brands bearing the name of their founding father, of course. But the similarity goes further: all three brands have marketing campaigns that follow a new mould of communication.
Dubbed the 'orchestration' model, it represents a new way of constructing and integrating messages across channels...