Minimise waste by targeting more efficiently

Philip Walker

A media independent discusses how to improve media targeting. Communication strategies start from creative design.

Minimise waste by targeting more efficiently

Philip Walker

 

The headline of my talk today appears at first sight to be a self-evident requirement of good advertising practice. Who in their right mind would not be attempting to minimise waste and operate more efficiently? The words have a certain zealous ring to them - alongside phrases such as 'market testing' and 'competitive benchmarking'. The reason I have started by taking a 'side-swipe' at the topic is not to undermine the value of targeting, but rather to ensure we consider it in the proper context of the whole communication process. This...

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