New Tool Links Brand Building and Media Planning

In the US, consumer information firm Knowledge Networks (KN), has launched a system which helps users link brand-building to media planning by combining brand awareness data with return on marketing objective (ROMO) information.

'MultiMedia Mentor: Brand Bridge', an extension of KN's MultiMedia Mentor solution, measures brand imagery, purchase intent, and awareness across TV, Internet and magazine advertising; and then merges it with ROMO data gathered by cross-media measurement firm Marketing Evolution.

Released twice yearly since 2000, the base product, MultiMedia Mentor, measures the time consumers spend with eight key media, and then adds the data to software that allows users to create strategic media plans.

KN's Senior VP and MD Maura Clancey said that by adding Marketing Evolution's information on the connections between media and marketing objectives, MultiMedia Mentor has been converted into a powerful brand-planning tool. Market Evolution founder and CEO Rex Briggs says the tool is not a substitute for a firm's own brand ROMO measurements, but provides insight into 'the typical results of a wide array of campaigns, and a glimpse into areas where waste in media plans could be reduced'.

KN comprises media research specialist Knowledge Networks/SRI, and Knowledge Networks/PDI which provides promotion research. The firms are online at www.knowledgenetworks.com and www.marketingevolution.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.