Touchpoints: integration for multi-media planning

With the developments in all forms of media communication there has been an increasing demand to understand consumers’
behaviour across a range of communication channels and, in particular, the various interactions between different forms of
media.
As in most countries, in the UK the key audience currencies have been measured separately, each to a high level of technical
expertise. However, after consultation with media agencies the IPA’s Media Futures Group recognised that there was a need for
cross-media information to inform the campaign planning process.

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