DIMENSION 2018: Combination theory - unlocking the power
Consumers don’t differentiate how a brand delivers its message – it may be through paid for advertising, media forms that the brand itself owns (like a website, or packaging), or through communications that the brand has earned by proactive PR, strong media relations and newsworthy or planned activities. Each channel – (paid, owned and earned) – add to the consumer’s perception of the brand.
This section of our groundbreaking DIMENSION report, "Combination theory: Unlocking the power", explores how brand owners are turning to non-advertising channels to communicate with consumers and the impact that this is having. We take an in-depth look at the benefits and challenges that come with using combinations of communication techniques to deliver the most effective campaigns and to build and sustain brand loyalty.
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About DIMENSION 2018
DIMENSION 2018 is a major and innovative study exploring the state of the media business based on a survey of 5,000 “connected consumers” age 18+ and interviews with industry leaders across five of the largest media markets in the world – the US, UK, France, Brazil and China.
The findings of DIMENSION, have been broken down into four key areas of focus which can be read individually or aggregated together to form a complete picture of the shared issues facing the industry.