ESOMAR WM3 Day Two Continued: Finding the right media formats for brands and measuring WOM

Laura James

Day two (continued) of ESOMAR's 2009 WM3 conference is reported by WARC's media editor Laura James. The areas covered include: details of a new brand positioning mapping tool called Touchpoints which allows a more scientific analysis for matching brand and programme values; and the importance of word of mouth communications and how to measure the true impact of WOM on profitability.

ESOMAR WM3 Day Two Continued:

Finding the right media formats for brands and measuring WOM

Laura JamesWARC Online

This is one of a series of edited extracts from the ESOMAR WM3 Conference. Other articles cover:

  • Interactive audiences, impact of search and researching Twitter users
  • Facebook, growing global TV, OoH guidelines and cross-media research

Finding the right media formats for brands

It has been a long held belief that a brand can benefit from the company it keeps. Many media strategies and sponsorship deals have been based on the importance of the fit between the programming environment/editorial context...

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