Media neutral planning
Marketers need to understand the impact of media fragmentation on the consumer.
It’s all too easy to revert to the usual media channels when executing a marketing campaign. Habit, agency structures and budget demands all play their part, but it’s dangerous to turn a blind eye to new media options and vital that your choice is driven by what is required to reach your target customers.
To view articles on media neutral planning members can log in and click on the media neutral planning link in the Member content area.*
*This link will require you to have accessed Ebsco via this website before on the computer you are currently using. If you have any problems accessing Ebsco please contact the library services team.