Interactivity plus innovative research equals power GRPS

Dean Weller (Managing Partner, MindShare Worldwide and UK)

Young Consumers

ISSN: 1747-3616

Publication date: 1 June 2006

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.

Keywords

Citation

Weller, D. (2006), "Interactivity plus innovative research equals power GRPS", Young Consumers, Vol. 7 No. 3, pp. 22-27. https://doi.org/10.1108/17473610610705336

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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