How Media Fits in With the Marketing Mix
William M. Claggett, Don Stork, Lee Zingale, Kelly O'Neill, Paul Schulman
SUBJECT 1: HOW MEDIA FITS IN THE MARKETING MIX
We are pleased to be able to get together with the Federal Trade Commission this morning. We believe it is a very healthy sign that governmental regulatory agencies are doing their homework by trying to learn more about the advertising industry. As you know, today's discussion will be confined to the subject of media planning and buying ... and how it interacts within the advertising process.
We've also tried to do our...