Switching off TV, turning on touchpoints: New ways to communicate in a new world

Jon Bird

Journal of Brand Strategy, 2016, vol. 5, issue 3, 266-274

Abstract: With the proliferation of media platforms and the general decline of television viewership, marketers must reallocate investments into high-impact touchpoints. This paper explores how brands can shift spending to new creative vehicles while still optimising programmes with proven success.

Keywords: shopper marketing; marketing communications; integrated marketing communications; path to purchase; media consumption; media fragmentation; mobile; smartphones; shopper behaviour; shopperstates; 70/20/10 Rule. (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2016:v:5:i:3:p:266-274

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