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Switching off TV, turning on touchpoints: New ways to communicate in a new world
With the proliferation of media platforms and the general decline of television viewership, marketers must reallocate investments into high-impact touchpoints. This paper explores how brands can shift spending to new creative vehicles while still optimising programmes with proven success.
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CitationBird, Jon (2016, December 1). Switching off TV, turning on touchpoints: New ways to communicate in a new world. In the Journal of Brand Strategy, Volume 5, Issue 3.