Touchpoint

Article summary

In marketing, a touchpoint describes any instance where a consumer interacts with an organisation's brand or image. This can include traditional advertising or company-owned resources such as a website, public exposure, and personal recommendations. A brand touchpoint, also known as a brand encounter, is formed when a consumer is exposed to a brand. This exposure can occur in many different forms, such as an advertisement featured on television, radio, in a newspaper, or in a magazine. Other forms of advertising could include a display on a billboard located on the roadside, discussions regarding the product on talkback radio, a product in a window display, or a verbal discussion between friends and family, all giving exposure to the brand. All of these touchpoints create a "brand experience" for the consumer. Touchpoints are the first association that a consumer has with a product or service offered by a company or individual and are the contact points between a consumer and said provider of services . The touchpoint offers a link between the consumer and the service, acting as a go-between for what the consumer wants and what the service provider is offering, providing a central service in the communication between customer and supplier (2011: 16).…

Key claims

1. date of establishment: 2014 — source: Wikipedia · confidence 0.95

Discussion questions

1. Summarise the article in your own words. Which single claim would you verify first, and why?
2. The record states that the date of establishment is "2014". What evidence would count against this claim?
3. Which claim in this article is most likely to be revised as the sources update? How would you check its current status?
4. If two sources disagreed about one of these facts, what would you need in order to trust one over the other?

Bibliography

1. Wikipedia https://en.wikipedia.org/w/index.php?oldid=1374883536