Interactivity plus innovative research equals power GRPS

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.

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