Effectively managing the brand experience

Pierre Gomy and Frédéric Casellas

The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to non-traditional contact points such as events or dealerships in order to communicate effectively.

Effectively managing the brand experience

Pierre GomyTNS Global

Frédéric CasellasTNS Automotive

INTRODUCTION

The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers as most of global advertisers around the world are paying more attention (and attributing a larger share of their resources) to non-traditional contact points such as events or dealerships in order to communicate effectively.

Confronted with these issues, marketing has never been in greater need of accountability to deliver accurate answers to three key questions:

  • Which contacts to use to get...

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