List of touchpoints in the experience tracking study
| Media | Source | Channel | Touchpoint |
|---|---|---|---|
| Paid | Company-controlled media touchpoints | Traditional (offline) | - Television advertising - Newspaper/magazine advertising - Radio advertising - Advertising leaflet - Advertising on billboards or in train/taxi/bus - Sponsoring (e.g. sports, music) |
| Digital (online) | - Display advertising - Banner advertising - Search engine advertising - Online mailing or newsletter - Advertising in social media | ||
| Earned | Peer-driven media touchpoints | Traditional (offline) | - WOM from friends or family - Peer observation (i.e. seeing people using the brand) - Celebrity observation - Test reports in newspaper/magazine - Publicity/press mentions - Tested product from friends or family |
| Digital (online) | - Online reviews from experts - Online consumer reviews/consumer ratings - Online price comparison/online test - Posts in social media from friends, family - Posts in social media from celebrities - Post in forum or blog - Test reports on television |
| Media | Source | Channel | Touchpoint |
|---|---|---|---|
| Paid | Company-controlled media touchpoints | Traditional (offline) | - Television advertising |
| Digital (online) | - Display advertising | ||
| Earned | Peer-driven media touchpoints | Traditional (offline) | - WOM from friends or family |
| Digital (online) | - Online reviews from experts |
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