Changes in Branding. Transactions to relationships - communication with consumer, not saleMonolog to dialog - listen to consumer, not talk to themEfficiency to effectiveness - measure behavior change from messages and incentives, not GRP or CPM. Messages vs Incentives. Messages are what the consumer should know about the brand and its benefitsIncentives are what the consumer gets for trying the brandBoth can have short-term or long-term objectives.
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