Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Media Strategy
Les Binet, DDB Matrix & Peter Field, Marketing Consultant
Contents
- Executive Summary, Introduction, Conclusions and References
- Briefing
- Budget Setting
- Communications Strategy
- Media Strategy
- Measurement
- Payback and Remuneration
This part will examine the patterns of media and channel usage that promote effectiveness and will, in particular, probe the effectiveness of TV and how this has changed since the advent of digital media. Implications for new media will also be drawn.
Multi-channel campaigns are more effective
The proliferation of media and communications...