Given the tools and methodologies available to marketers today, the old adage about half of advertising spend being wasted (but which half?)  shouldn’t hold anymore: Atomic 212° founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying, with a focus on the importance of deploying a scientific process of hypothesis, test, learn, document and repeat.

Why it matters

This excerpt from the third chapter of How to do Effective Media: Media Planning Buying as a Scienceattempts to lift the lid on the “secret sauce” of scientific media buying and give...