The Medium Is Part of the Message

Maria Christina Moya Schilling, Karin Wood and Alan Branthwaite

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe, Asia and Australia.

Brand equity & strength
Attitudes to advertising
Consumer sentiment
Managing across markets
Global
Media consumption
Integration strategy
Qualitative theories & methods

The Medium Is Part Of The Message

The Role Of Media For Shaping The Image Of A Brand

Alan Branthwaite Qualitative Research & Development Director, Millward Brown, United Kingdom.Karin WoodSenior Vice President, Qualitative Research, Millward Brown, United...

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