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
This paper describes an innovative approach to brand and...