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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