Abstract
Purpose
To demonstrate and discuss how New Media and TV can work together in a structured form to produce more potent Communication plans. Targeting Children and young people.
Design/methodology/approach
By way of Qualitative research, and in house research systems and viewpoints based upon working on a number of child targeted campaigns over the last 20 years.
Findings
That TV advertising does not seem to be working In the way it “USED” to and that a communication gap has appeared.
Originality/value
The concept of a new type of GRP – Power GRP (TV or otherwise) that takes account of potential communication transfer in a cluttered communication environment and which tries to bridge the aforementioned gap.