Brand Influence Report
July 8, 2011
In addition to the traditional outlets of TV, radio, print and out-of-home, we now have digital, social media, word-of-mouth, mobile and countless variations on each of these. The staid metrics of reach and impressions simply lack the same clarity they once had when spread across a now endless myriad of channels and type of marketing activities. Smart marketers like Coca-Cola CMO, Joe Tripodi, see the need to move away from impressions as it no longer is a good barometer of the impact that marketers seek.
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