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...