Motivation to Media: Bridging the Gap between Research and Media Planning

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective.

Motivation to Media: Bridging the Gap between Research and Media Planning

Simon BarkerSynovate Censydiam UK and

Malcolm HunterVizeum

INTRODUCTION TO THE VIZEUM APPROACH

In a world where the consumer can increasingly control the communications dialogue with brands we can no longer force our way into his or her mind. The old method of trying to break through by bombarding them with pushy and non distinctive forms of communication and media will no longer do.

Therefore it is necessary to find new ways to be 'invited in'.

To be invited in we need to understand what motivates consumers at...

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