Drowning in choice: the revolution in communications planning

The explosion in media available to advertisers presents an enormous opportunity. But the issues of how to choose the media to use and how to use them are vastly more complicated than ever before.

Drowning in choice: the revolution in communications planning

Julian SaundersThe Joined Up Company

Thirty years ago, there were thousands of independent grocery shops and only a few major advertising media. Campaign planners could reach their audiences...