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
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...