Interactivity plus innovative research equals power GRPS

Interactivity plus innovative research equals power GRPS Purpose – To demonstrate and discuss how New Media and TV can work together in a structured form to produce more potent Communication plans. Targeting Children and young people. Design/methodology/approach – By way of Qualitative research, and in house research systems and viewpoints based upon working on a number of child targeted campaigns over the last 20 years. Findings – That TV advertising does not seem to be working In the way it “USED” to and that a communication gap has appeared. Originality/value – The concept of a new type of GRP – Power GRP (TV or otherwise) that takes account of potential communication transfer in a cluttered communication environment and which tries to bridge the aforementioned gap. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Interactivity plus innovative research equals power GRPS

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610610705336
Publisher site
See Article on Publisher Site

Abstract

Purpose – To demonstrate and discuss how New Media and TV can work together in a structured form to produce more potent Communication plans. Targeting Children and young people. Design/methodology/approach – By way of Qualitative research, and in house research systems and viewpoints based upon working on a number of child targeted campaigns over the last 20 years. Findings – That TV advertising does not seem to be working In the way it “USED” to and that a communication gap has appeared. Originality/value – The concept of a new type of GRP – Power GRP (TV or otherwise) that takes account of potential communication transfer in a cluttered communication environment and which tries to bridge the aforementioned gap.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Jun 1, 2006

Keywords: Communication technologies; Lifestyles; Young adults

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