Engagement of the future - brand bonding as predictor of future purchases

Robert Passikoff, Pamela J. Batalis and Charlene Weisler

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement that will result from advertising and communication efforts - in this case, based on a particular channel and program on which they are advertised.

Engagement of the future – brand bonding as predictor of future purchases

Robert Passikoff and Pamela BatalisBrand Keys, Inc., United States

Charlene WeislerRainbow Media, United States

PREFACE

This paper describes an innovative approach to brand and media planning that permits marketers to side step their reliance upon traditional GRP (Gross Rating Points)/demographic media planning and to leverage real profitability from consumer engagement, attained via media selection and program mix. By selecting media options and programs for brands on the basis of the media's abilities to better “engage” the consumers, marketers can better connect – and more...

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