Integrated planning: Standing out in the cloud

Consumers are said to be experiencing significant levels of advertising clutter across a range of different media.

Integrated planning: Standing out in the cloud

Sue Elms

Businesses spend a lot of money on brand communications because they know that effective communications are vital to brand health and wealth. The imperative is to build brand preference among consumers and to hold onto it in the long term. But the risk is greater than ever that communication will not hit home or that it will be counteracted by uncontrolled influences.

In today's world, it's a certainty that brands will encounter numerous uncontrolled interruptions as they try to engage and persuade people. We need to better grasp the reality of...

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