Media Planning: Planning business media
Evan Ivey of Aspen Business Communications shows how business-to-business media planning ought to start after most of the communications strategy is already in place - which helps get over the absence of meaningful data
Evan Ivey
If you want to plan media effectively to reach business decision makers, do not bother to ask media sales people. It simply is not worth the effort. As any business to business planner will tell you, there isn't a single media owner who can give you any useful data about who, in business terms, is watching, listening to or...