Digital/Multi-channel Checklist

Michael Kare-Silver

Chapter 5 in E-Shock 2020, 2011, pp 24-28 from Palgrave Macmillan

Abstract: Abstract In this new era of digital innovation and adventure, it is now much more challenging for a Brand to engage with its customers. In the “good old days”, there were relatively few choices. There were three main channels of engagement and distribution: ⊲ Above the line (ATL): a mix of TV (if the brand budget could afford it), typically some press/print and, if feeling bold, a radio ad. ⊲ Below the line (BTL): leaflet/sample distribution to people’s homes. ⊲ In-Store: point of sale incentives and information.

Keywords: Target Customer; Sentiment Score; Free Trial; Digital Innovation; Percentage Likelihood (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-34336-8_5

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DOI: 10.1057/9780230343368_5

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