Mapping New Paths through the DTC Marketing Mix Maze
Integrating the Power of Non-Traditional Media
SUMMARY
In this article, David Kweskin, Senior Vice President and Practice Area Leader, Brand and Communications Division, TNS, explains how his company helps marketers look across the full spectrum of media — traditional media like radio, TV, print — and and gives them a common way of measuring them against new media like blogs and word of mouth. Meanwhile, Morgan Lozier, Director, Web Evaluation Brand and Communications Division, TNS, presents a review of 3 erectile dysfunction product websites to illustrate what the online DTC experience should look like. He finds one winner among the contenders
Topics and issues covered include:
- Content Clout Factor
- Differentiate Through Brand Communication Planning
- Brand Experience Points and Share
- DTC Product Websites – ED product site survey results
- Keys to a Successful DTC Product Web Site
- Online Video & Interactive Content – when is it effective?
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Issue: Vol. 6, No. 10: November/December 2007
Word Count: 2343
