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: