IPA TouchPoints: A New Era in Integrated Media Planning
Lynne RobinsonIPA
Graeme GriffithsTNS Media
INTRODUCTION
The media landscape has changed beyond recognition in the past 15 years. We have seen the launch of new communications media – the Internet, SMS, podcasting – while traditional media has experienced an explosion in the number of channels available, thus fragmenting their existing audiences.
The need to understand this new landscape has led to an explosion in communications research as advertisers, agencies and media owners alike, try to chart an effective path through this labyrinth of choice.
However, one thing has remained...