Media reach – optimising touchpoints during the purchase journey

Philippe Jourdan and Luc Wise

This paper looks at how it is possible to redefine advertising strategies, media planning and marketing investments in the automobile sector.

Media reach – optimising touch points during the purchase journey

Philippe JourdanPanel On The Web, France

Luc WiseAgence V, France

INTRODUCTION

In a few years the number of communication supports has multiplied significantly. Nowadays, announcers benefit...

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