Italian version
 
CONSORTIUM // Multi-Channel Brand Health 
NOT ALL PRODUCTS/BRANDS HAVE THE SAME STRENGTH.
DUE TO THE MANY WAYS TO REACH OUT TO THE CUSTOMER, THE EFFICACY OF MULTI-CHANNEL MARKETING MUST BE MEASURED
  • Is my communication-marketing combination effective?
  • Is my media plan effective?
  • What are the contact points with my customer? In what media channels can I be more visible?
  • How does the market I work in function, and which are the most important media channels?
  • How do my competitors operate?
  • Where and in which media channels would I be more visible?
  • What is the right media channel to increase the value of my brand/product?
  • How can I divide my communication investment among different media channels?
  • How do TV, WEB, RADIO, BILLBOARDS, PDV, PRESS interact?
  • What media channels can offer me a rapid investment return?
  • On what media channel should I invest to increase my brand awareness; on which to build customer loyalty; and on which to work on brand image?
     

How? What?

The analysis of a multi-media channel “brand health” takes into consideration a mixed method survey system: telephone system CATI and web-based CAWI. The choice of this combined method comes from the necessity to represent the entire universe of customers and contact points. Both samples are distributed proportionally to reference points. The survey can be made through tracking or one-shot modes (with two survey moments: in phase zero and phase post,) on the basis of marketing strategies and survey objectives. This analysis offers the possibility to compare different “contact points” with the same typology of data readings.
 
 













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