A Guidebook for Advertisers (2006)
The dynamics of each advertiser’s media environment (forms, outlets, target, environments, venues, measures) will dictate the levels of interest, attention and commitment they need to apply to their media product. However, it would be perilous for any marketing organization to ignore the potential of their media partnerships to make meaningful difference in their business results. While it is not necessary for advertisers to have state-of-the-science media talent on staff, it is necessary they learn the simple procedural steps that can help them get maximum value from their MarCom partners. Those procedures are highlighted in this guidebook.
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