Why mail works

Philip Kirk

Graham Spickett-Jones

Given its coverage, Admap readers could hardly overlook issues of media-neutral planning and campaign integration. Despite this profile, media neutrality is still partially obscured by a lack of accountability. As Roderick White writes, 'The problem, for both media planners and advertisers, is that traditional media research and planning tools are focused on single, individual media. This means that tools do not readily exist for comparing or combining different media' (1).

As the industry has to learn new tricks to accommodate integrated campaigns, so the consumer is sharing the sting of adapting to a new environment. Philip Larkin claimed every journey has a beginning, a muddle and an end. Consumers on a campaign journey, signposted by multi-media messages, must muddle through a complex mediascape fought over by media owners trying to capture limited promotional budgets.