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

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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