Next*360

Why and when?

• When communication covering a variety of channels is planned (above the line, below the line, through the line)

What do you get?

• Answers to the following:
  » how effective will my campaign be? How can I increase its effectiveness?
  » will a campaign using many channels of communication be more effective than a traditional TV-based approach?
  » do each of the campaign elements accomplish their goals?
  » do the different campaign elements provide a synergy effect?

How?

• Quantitative pre-test of multi-channel campaigns (adverts shown in the context of their medium)
• Full version used for assessing the entire campaign and the contribution of each element
• Simplified version enabling an alternative approach: choosing between different campaigns, taking into account the "dominating" element (e.g. TV) and defining the contribution of the "rest"; comparisons between countries / markets, etc.