How to use social to activate TV's brand salience

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

How should TV and social media be used to maximum effect?

This essay was commended by the judges in the Admap Prize 2017.

For more information visit the Prize page.

We have compelling evidence that advertising works best when it uses a combination of channels. Les Binet and Peter Field's research for the IPA demonstrates that online channels add a response element to every TV commercial which boosts their effici

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