Our own Coca-Cola formula
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‘Touchpoints’ is a planning process that measures the advertising effectiveness of up to 18 brands in a single category, using up to 35 different points of contact. A point of contact – a touchpoint – can be a TV commercial, a flyer handed out in the street, an online advertising game, or a friend’s recommendation. Touchpoints uses a mix of qualitative and quantitative market research to determine advertising effectiveness.
Zenithmedia communications consultants use this information to develop comprehensive strategies and to determine which channels can be used to unlock new potential for effective communication.
Using this technique, ZenithOptimedia has already analysed several thousand brands around the world.
If you would like to learn how Touchpoints can help to improve your brand communications, please get in touch.