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| Please go to Crosswitch - Dentsu's Cross Media Communications Web for details about the cross media concept, the planning process, services and solutions, and the latest information. |
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| For a brief introduction, please refer to the information below. |
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| In this era of excessive information, consumers block out information they feel has nothing to do with them. They put up what we call an “information barrier.” An effective approach to ensuring that our message reaches consumers is to “draw them out” from within their information barriers by presenting information that is intriguing, or information with which the consumer wants to become involved. |
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| To achieve this, it is important to create a scenario that moves the target consumers. In this way, we can encourage the consumers to take an interest and actively seek out information, so that before they know it, they have become a fan of the brand and are enjoying an active brand experience that eventually leads to a purchase. |
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| At Dentsu, we refer to “creating scenarios that move the targets” as “cross media communication.” An important part of this is strategically creating a flow in which the consumer comes in contact with an advertisement or a piece of information, and then goes out in search of the next piece of intriguing information. |
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| Following is our definition of “cross media”: |
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| Based on target insight and media insight, and taking into consideration both "breadth" (reach and frequency) and "depth" (degree of involvement), create a "scenario" for communication that effectively combines multiple contact points. |
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| Here, we will introduce the planning process in cross media communication that we have developed based on our past experience. |
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| The Planning Process in Cross Media Communication |
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