When Neutral Is Your Fastest Gear
Tim RivettRoyal Mail
To begin by mixing metaphors, the issue of media neutrality is proving to be both a hot topic and a hot potato for today's marketers. It is a hot topic because the proposition is sound and can deliver real benefits to all parties. It is also a hot potato because it is not proving to be simple, quick or cheap either to implement or evaluate.
Starting with the basics: media-neutral planning recognises the bias that is currently endemic in media planning and seeks to remedy this by putting the consumer,...