Motivation to Media: Bridging the Gap between Research and Media Planning
Simon Barker and Malcolm Hunter
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...
