Wayside Pulpit

Adam Smith

Argues for the benefits of integrated media planning. It is time planners went back to regarding media as complementary, not competitive.

Wayside Pulpit

Adam Smith

M edia thinking is constrained by a tendency to allocate media to individual boxes and treat them as simple alternatives. Despite widespread acceptance of the principle of mixed media advertising, the way that budgets are spent lags behind the way people talk. In 1997, for example, there were 159 brands in the Food, Cosmetics & Toiletries and Household Stores fields with budgets of over 2 million, of which 100 spent all their money on television. Every one of these brands could have afforded a mix of print and TV, and all the latest research suggests that...

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