Abstract

In this paper we analyze the relative effectiveness of the moment of contact between a brand and an individual consumer. The concept of effectiveness is made operational through the use of both attitude and awareness measures. The main research uses a 4x4 Latin square confounded within subjects factorial design with different touch points and brands. The appropriate stimuli were identified in a preliminary study. The results indicate that, overall, TV advertising and print advertisements – the traditional media channels – are significantly more effective than the internet, a non-traditional media channel.